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To explore the subjects’ clear views, the researchers asked them to fill out a questionnaire that rated their feelings about ideas considered “new,” “creative,” and “original.” Subjects expressed positive associations with these words.

To tap into the subjects’ more hidden feelings, the researchers used a clever computer program known as the Implicit Association Test. It works by measuring the reaction time of a study subject to pairs of ideas presented on the screen.

For example, subjects were presented with words from the questionnaire that suggested creativity and its opposites (“practical,” “useful”), as well as words with positive connotations (“sunshine,” “laughter,” “heaven,” “peace”). ”) and negative connotations (“poison”, “pain”, “hell”, “vomit”).

This time, the researchers found a significant difference in results: Both groups expressed positive connotations with words like “practical” and “useful,” but the group was prepared to feel uncertain (because the members weren’t sure if they would receive a bonus) and expressed more negative connotations with words that evoked creativity. has done.

The reasons for this implicit bias against creativity can be traced back to the fundamentally destructive nature of new and original creations. Creativity means change without the 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 the 2012 paper on bias against creativity. Expert in the science of creativity, Dr. Mueller said the paper stemmed in part from watching how company executives express their desire for creativity and then reflexively reject new ideas.

Dr. “Leaders will say, ‘We are innovators,’ and employees will say, ‘Here’s an idea,’ and the idea will get nowhere,” Mueller said. “Then the employees get angry.”