How to overcome biases against creativity: The role of familiarity with and confidence in original solutions.

Despite the societal relevance of creative ideas, humans favor traditional over more original solutions, conceivably because of the increased uncertainty that comes with trying novel approaches. Here, we tested whether this anti-creativity bias can be counteracted by increasing familiarity with, and confidence in, creative solutions. Participants chose between creative and traditional uses for given objects. In study 1 (N = 67 international adults), these objects repeated either identically or conceptually during the experiment; and in study 2 (N = 68 international adults), choice options were either self-generated or externally provided. Spatial and temporal measures of response selection indicated an implicit bias towards the traditional approach, independent of repetition type (study 1). This attraction towards the norm was also found for self-generated creative ideas, but it was considerably reduced compared to other-generated ideas (study 2). Instead of increasing familiarity, building confidence in creative solutions might thus be the key to reduce corresponding uncertainty and promote successful creative ideation.