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The purpose of the present study was to investigate the associative processes in divergent thinking (DT) by focusing on the distance between the DT question and the responses given to this prompt. Remote and close associations were identified through three sources of associations. Analyses indicated that remote and close associations can be reliably measured using different criteria of social associations. Using this methodology, the correlations between remote and close associations and creative attitudes and values were examined. Creative attitudes and values were significantly related with remote, but not close, associations in all three criteria. The findings of this study are discussed in terms of the implications for the assessment of creativity.