Behavioral and Brain Sciences

Short Communication

Creativity as cognitive selection: The blind-variation and selective-retention model

Dean Keith Simonton a1
a1 Department of Psychology, University of California, Davis, Davis, CA 95616


Campbell (1960) proposed a “blind-variation and selective retention” model of creative cognition. Subsequent researchers have developed this BVSR model into a comprehensive theory of human creativity, one that recognizes that human creativity operates by more than one cognitive process. The question is then raised of how the BVSR model can be accommodated within the Hull et al. selectionist system.