Researchers studied why people reject creative ideas despite endorsing creativity by measuring participants’ unconscious bias towards creativity.
When uncertainty was introduced, paticipants showed a bias towards creativity and favored praticality
When people feel motivated to reduce uncertainty, they may experience negative emotions associations with creativity which results in lower evaluations of a creative idea.
See the full study here :
Weber, E.U. (2010). What shapes perceptions of climate change? Wiley interdisciplanary Reviews : Climate change, 1(3), 332-342, https:doi.org/10.1002/wcc.41
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