This explains a lot!
Most people view creativity as an asset — until they come across a creative idea. That’s because creativity not only reveals new perspectives — it promotes a sense of uncertainty.
The next time your great idea at work elicits silence or eye rolls, you might just pity those co-workers. Fresh research indicates they don’t even know what a creative idea looks like and that creativity, hailed as a positive change agent, actually makes people squirm.
To uncover bias against creativity, the researchers used a subtle technique to measure unconscious bias — the kind to which people may not want to admit, such as racism. Results revealed that while people explicitly claimed to desire creative ideas, they actually associated creative ideas with negative words such as “vomit,” “poison” and “agony.”
Goncalo said this bias caused subjects to reject ideas for new products that were novel and high quality.
“Our findings imply a deep irony,” wrote the authors, who also include Jennifer Mueller of the University of Pennsylvania and Shimul Melwani of the University of North Carolina, Chapel Hill. “Revealing the existence and nature of a bias against creativity can help explain why people might reject creative ideas and stifle scientific advancements, even in the face of strong intentions to the contrary.”
Uncertainty drives the search for and generation of creative ideas, but “uncertainty also makes us less able to recognize creativity, perhaps when we need it most,” the researchers wrote. “Revealing the existence and nature of a bias against creativity can help explain why people might reject creative ideas and stifle scientific advancements, even in the face of strong intentions to the contrary. … The field of creativity may need to shift its current focus from identifying how to generate more creative ideas to identify how to help innovative institutions recognize and accept creativity.”