Dr Inmaculada Adarves-Yorno, Tom Postmes, S. Alexander Haslam
University of Exeter
Title: Creative innovation or crazy irrelevance? The contribution of group norms and level of identity to innovative behavior and perception of creativity.
Abstract: Research in the field of creativity has explored the impact of numerous individual and socio-contextual factors on creative accomplishment. However, nowadays most creative achievements are done in group contexts and new relevant variables ought to be explored. This paper develops an analysis of innovative behaviour and perception of creativity informed by the social identity approach. Creative accomplishments and creative recognition are based on criteria that cannot be separated from current norms (Amabile, 1996; Csikszentmihalyi, 1994). In two studies, we manipulated group norms and we analysed its impact on creative behaviour and creative recognition. In study 1, participants were asked to behave creatively as team members. In study 2, participants were asked to behave creatively either individually (i.e. personal identity salient) or in groups. Results in study 1 showed that group members behave creatively within the ingroup norm. Results in study 2 extended those of
study 1 and showed that groups behave creatively conforming to the norm while individuals behave creatively by deviating from ingroup norm. In both studies, after their creative performance, participants were asked to evaluate the creativeness of an ingroup leaflet. Results showed that group members align their perceptions with ingroup norms: perceiving creations that are congruent with ingroup norms to be more creative. Conversely, individuals' perceptions deviate from the ingroup norm: perceiving creations that are incongruent with norms to be more creative. These findings suggest that perceptions of creativity and creative accomplishments are grounded on the normative content of group membership as well as in