Love has inspired countless works of art, from immortal plays such as Romeo and Juliet, to architectural masterpieces such as the Taj Mahal, to classic pop songs, like Queen's “Love of My Life”. This raises the obvious question: why is love such a stimulating emotion? Why does the act of falling in love – or at least thinking about love – lead to such a spur of creative productivity?
One possibility is that when we’re in love we actually think differently. This romantic hypothesis was recently tested by the psychologists Jens Förster, Kai Epstude, and Amina Özelsel at the University of Amsterdam. The researchers found that love really does alter our thoughts, and that this profound emotion affects us in a way that is different than simply thinking about sex.
The clever experiments demonstrated that love makes us think differently in that it triggers global processing, which in turn promotes creative thinking and interferes with analytic thinking. Thinking about sex, however, has the opposite effect: it triggers local processing, which in turn promotes analytic thinking and interferes with creativity.
Why does love make us think more globally? The researchers suggest that romantic love induces a long-term perspective, whereas sexual desire induces a short-term perspective. This is because love typically entails wishes and goals of prolonged attachment with a person, whereas sexual desire is typically focused on engaging in sexual activities in the "here and now". Consistent with this idea, when the researchers asked people to imagine a romantic date or a casual sex encounter, they found that those who imagined dates imagined them as occurring farther into the future than those who imagined casual sex.
According to construal level theory (CLT), thinking about events that are farther into the future or past - or any kind psychological distancing (such as considering things or people that are physically farther away, or considering remote, unlikely alternatives to reality) triggers a more global processing style. In other words, psychological distancing makes us see the forest rather than the individual trees.
A global processing style promotes creative thinking because it helps raise remote and uncommon associations. Consider, for example, the act of finding a gift for your partner. If we think about a gift while in a local mindset, then we’ll probably focus on more literal and concrete options, most of which involve a tangible object wrapped in colorful paper. We’ll probably consider the usual suspects, such as a watch, a book, or perfume. However, thinking about a gift more globally might inspire us to consider a gift as "anything that will make him/her happy". This may, in turn, bring to mind more diverse and original ideas, such as going on a joint vacation, writing a song, or cleaning and remodeling the house. Of course, this doesn’t mean we should always think globally. While local processing might interfere with creativity, it also promotes analytic thinking, which requires us to apply logical rules. For example, if you are looking for a piece of furniture in a big display according to a pre-defined list of criteria (e.g., size, color, price), a local mindset may help you find a match, by preventing you from being side-tracked by attractive but irrelevant options and by making you pay more attention to relevant details.
In sum, the authors suggest that, because love activates a long-term perspective that elicits global processing, it should also promote creativity and impede analytic thinking. In contrast, inasmuch as sex activates a short-term perspective that elicits local processing, it should also promote analytic thinking and impede creative thinking.