To explore the subjects’ explicit opinions, the researchers asked them to fill out a survey rating their feelings about the ideas considered “novel,” “researcher,” and “original.” The subjects expressed positive connections with these words.
To find out more about the subject’s hidden emotions, the researchers used a clever computer program known as the Implicit Association Test. It works by measuring the reaction time of the study subject for the pair of ideas presented on the screen.
For example, subjects with positive connections (“sunshine,” “laughter,” “heaven,” “peace” as well as survey words indicating creativity and their opponents (“practical,” “useful”) were introduced. ” ) And negative associations (“poison,” “suffering,” “hell,” “vomiting”).
This time the researchers found a significant difference in results: both groups showed a positive association with terms such as “practical” and “useful”, but the group that was preferred to experience uncertainty (because members were unsure whether they would receive a bonus) was creative. Expressed more negative connections with suggestive words.
The reasons for this implicit bias against creativity can be traced to the fundamentally disruptive nature of novels and original creations. Creativity means change, without certainty of desired results.
“We have an implicit belief that the status quo is safe,” said Jennifer Mueller, professor of management at the University of San Diego and lead author of a 2012 paper on bias against creativity. Dr. Mલller, an expert in the science of creativity, said the paper stems from looking at how company executives want creativity and then reject new ideas.
“Leaders will say, ‘We are innovative’ and employees will say, ‘Here is an idea,’ and the idea is not going anywhere.” Mueller said. “Then the employees get angry.”