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Creativity is not only an important personal trait but also plays a role in promoting social productivity.Therefore,how to improve creativity has always been a concern for all sectors of society.Reward and punishment,as a means of reinforcement,are widely used in education and management.However,there has always been a lot of controversy among researches about the impact of reward on creativity,and few studies focused on the impact of reward and punishment and their intensity on creativity.At the same time,previous studies focused more on creative performance than on creative cognitive processes.Creative idea generation and creative idea evaluation are two basic components of creative cognitive processes,and the two stages have different characteristics.Therefore,this study divided the creative cognitive processes into two stages.With the help of functional near-infrared spectroscopy(fNIRS),two experiments were conducted to investigate the cognitive neural mechanism that different intensity of reward and punishment affect the generation and evaluation of creative idea.Experiment 1 mainly examined the cognitive neural mechanism that different intensities of reward and punishment on creative idea generation.In the experiment,money manipulation was used to set different intensity conditions of reward and punishment,and the creative idea generation was measured by alternative uses task.The results showed that under the condition of reward,the originality of the high-intensity group was significantly higher than that of the low-intensity group,and the activation degree of the right dorsolateral prefrontal cortex and the right frontopolar area was higher in the high-intensity group than in the low-intensity group.Under the condition of punishment,the originality of the low-intensity group was significantly higher than that of the high-intensity group,and the activation degree was higher in the right inferior frontal gyrus and left dorsolateral prefrontal cortex.Under the condition of low intensity,the activation degree of the right frontopolar area and the left dorsolateral prefrontal cortex in the punishment group was significantly higher than that in the reward group.And under the condition of high intensity,the originality in the reward group was significantly higher than that in the punishment group,and the activation degree was higher in the dorsolateral prefrontal cortex,inferior frontal gyrus and right frontopolar area,and lower in the left temporal-parietal junction area.These results showed that there was an interactive effect between the type and the intensity of reward and punishment,which jointly affected the creative idea generation.In brief,high-intensity reward was most conducive to the creative idea generation,while high-intensity punishment was not conducive to it.Experiment 2 mainly investigated the cognitive neural mechanism that different intensity of reward and punishment on the creative idea evaluation.In the experiment,money manipulation was used to set reward and punishment conditions of different intensity,and the originality evaluation task was used to measure individual creative idea evaluation.The results showed that under the punishment condition,the sensitivity of the low-intensity group was significantly higher than that of the high-intensity group.Under the high-intensity condition,the sensitivity of the reward group was higher than that of the punishment group,and there was significant negative activation in the left frontopolar area.These results indicated that there was an interactive effect between the type and the intensity of reward and punishment,which jointly affected the creative idea evaluation.In short,both high-intensity reward and low-intensity punishment were beneficial to the creative idea evaluation,while high-intensity punishment was not conducive to it.To sum up,reward and punishment of different intensity can affect the process of creative cognition,among which high-intensity reward is beneficial to the generation and evaluation of creative idea,while high-intensity punishment is not conducive to them.Therefore no matter in the field of education or management,we should reduce the use of high-intensity punishment strategies,and turn to adopt positive measures such as reward.It can stimulate the external motivation of individuals and arouse their interest in the tasks.Then it gradually improve their internal motivation and further promote their creative performance.