Past research has frequently made the assumptions that creativity is an individual, rather than social, behavior; that the factors shaping creative behavior influence everyone in the same way; and that these factors always have the same influence regardless of the situation. This research challenges all 3 of these assumptions. In an experiment, participants (n = 187) assumed the role of members of a business organization with either individualist or collectivist norms that was either under competitive threat or not. Results indicated that, when threat was absent, men exhibited more divergent thinking under individualist than collectivist norms. However, the reverse was true for women when threat was absent and for both sexes when their organization was under threat. Thus, a group norm emphasizing individuality can sometimes enhance divergent thinking performance. However, this influence is moderated by other situational factors such as competitive threat, and, possibly for reasons of differing socialization, does not appear to affect men and women equally.
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