Creative innovation or crazy irrelevance? The contribution of group norms and social identity to creative behavior

This paper develops an analysis of innovative behavior and creativity that is informed by the social identity perspective. Two studies manipulated group norms and analyzed their impact on creative behavior. The results of Study I show that when people are asked to make a creative product collectively they display conformity to ingroup norms, but that they deviate from ingroup norms when group members make the same products on their own. A parallel result was found in group members' private perceptions of what they consider creative. In Study 2, the social identity of participants was made salient. Results showed conformity to group norms even when group members worked on their own creations. Findings suggest that innovative behavior is informed by normative context, and that in contexts in which people operate as members of a group (either physically through collective action, or psychologically through social identity salience) innovation will respect normative boundaries. (c) 2006 Elsevier Inc. All rights reserved.