Follow the crowd in a new direction: When conformity pressure facilitates group creativity (and when it does not)

Jack A. Goncalo, Michelle M. Duguid

Research output: Contribution to journalArticlepeer-review

Abstract

Adopting a person by situation interaction approach, we identified conditions under which conformity pressure can either stifle or boost group creativity depending on the joint effects of norm content and group personality composition. Using a 2 × 2 × 2 experimental design, we hypothesized and found that pressure to adhere to an individualistic norm boosted creativity in groups whose members scored low on the Creative Personality Scale (Gough, 1979), but stifled creativity in groups whose members scored high on that measure. Our findings suggest that conformity pressure may be a viable mechanism for boosting group creativity, but only among those who lack creative talent.

Original languageEnglish (US)
Pages (from-to)14-23
Number of pages10
JournalOrganizational Behavior and Human Decision Processes
Volume118
Issue number1
DOIs
StatePublished - May 2012
Externally publishedYes

Keywords

  • Conformity pressure
  • Group creativity
  • Group personality composition
  • Individualism-collectivism

ASJC Scopus subject areas

  • Applied Psychology
  • Organizational Behavior and Human Resource Management

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