Whatever decision we make in the presence of something that could yield a humorous reaction (smile, laugh, giggle...), it is us as a creative director making that call. It's creative problem solving (the problem of how to react).
Creativity is our most valuable resource and as such, a priority. Studying, understanding, and appreciating the nature of the creative process contributes significantly to culture and our quality of life.
While thinking isn't generally associated with being observable, observe your creativity at work with the following blank comics. There are no captions except for the ones that formulate in your mind.