There is no doubt that operant theory has contributed to our understanding of behaviors that are indicative of creativity, such as insight, novelty, and originality. The operant research that has been applied to these indicative behaviors is reviewed in this article. What exactly does this research tell us about creativity? To answer that, three issues must be explored. One of these concerns contingencies and intrinsic motivation. Can both contribute to creative performance? A second question concerns the role of originality. Indeed, the biggest challenge for an operant theory of creativity and discovery may be to explain behavioral variation. Operant theory must do so in order to explain originality and novelty, two of the key facets of creativity. How do new and original behaviors arise? A third question concerns insight. Operant research often focuses on insight, but what exactly does this tell us about creativity? As discussed in the article, there is some controversy about the actual role of insight in creative performances.
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