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

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  • Goncalo, Jack A.
  • Duguid, Michelle M.

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.

Suggested Citation

  • Goncalo, Jack A. & Duguid, Michelle M., 2012. "Follow the crowd in a new direction: When conformity pressure facilitates group creativity (and when it does not)," Organizational Behavior and Human Decision Processes, Elsevier, vol. 118(1), pages 14-23.
    • Handle: RePEc:eee:jobhdp:v:118:y:2012:i:1:p:14-23
    DOI: 10.1016/j.obhdp.2011.12.004
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    References listed on IDEAS

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    Cited by:

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    2. Zixiang Ma & Lirong Long & Yong Zhang & Junwei Zhang & Catherine K. Lam, 2017. "Why do high-performance human resource practices matter for team creativity? The mediating role of collective efficacy and knowledge sharing," Asia Pacific Journal of Management, Springer, vol. 34(3), pages 565-586, September.
    3. Xu, Lidan & Mehta, Ravi & Hoegg, JoAndrea, 2022. "Sweet ideas: How the sensory experience of sweetness impacts creativity," Organizational Behavior and Human Decision Processes, Elsevier, vol. 172(C).
    4. Hoever, Inga J. & Betancourt, Nathan E. & Chen, Guoquan & Zhou, Jing, 2023. "How others light the creative spark: Low power accentuates the benefits of diversity for individual inspiration and creativity," Organizational Behavior and Human Decision Processes, Elsevier, vol. 176(C).
    5. Krause, Verena & Goncalo, Jack A. & Tadmor, Carmit T., 2021. "Divine inhibition: Does thinking about God make monotheistic believers less creative?," Organizational Behavior and Human Decision Processes, Elsevier, vol. 164(C), pages 158-178.
    6. Zhu, Lily Yuxuan & Bauman, Christopher W. & Young, Maia J, 2023. "Unlocking creative potential: Reappraising emotional events facilitates creativity for conventional thinkers," Organizational Behavior and Human Decision Processes, Elsevier, vol. 174(C).
    7. Jie Feng & Yucheng Zhang & Xinmei Liu & Long Zhang & Xiao Han, 2018. "Just the Right Amount of Ethics Inspires Creativity: A Cross-Level Investigation of Ethical Leadership, Intrinsic Motivation, and Employee Creativity," Journal of Business Ethics, Springer, vol. 153(3), pages 645-658, December.
    8. Dongil D. Keum & Kelly E. See, 2017. "The Influence of Hierarchy on Idea Generation and Selection in the Innovation Process," Organization Science, INFORMS, vol. 28(4), pages 653-669, August.
    9. Super, Janice Francis & Li, Pingshu & Ishqaidef, Ghadir & Guthrie, James P., 2016. "Group rewards, group composition and information sharing: A motivated information processing perspective," Organizational Behavior and Human Decision Processes, Elsevier, vol. 134(C), pages 31-44.
    10. Jennifer A. Loughmiller-Cardinal & James Scott Cardinal, 2023. "The Behavior of Information: A Reconsideration of Social Norms," Societies, MDPI, vol. 13(5), pages 1-27, April.
    11. Meub, Lukas & Proeger, Till, 2014. "An experimental study on social anchoring," University of Göttingen Working Papers in Economics 196, University of Goettingen, Department of Economics.

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