Mueller, Jennifer SMelwani, ShimulGoncalo, Jack A2023-05-222023-05-222012-01-012016-06-21https://repository.upenn.edu/handle/20.500.14332/40536People often reject creative ideas, even when espousing creativity as a desired goal. To explain this paradox, we propose that people can hold a bias against creativity that is not necessarily overt and that is activated when people experience a motivation to reduce uncertainty. In two experiments, we manipulated uncertainty using different methods, including an uncertainty-reduction prime. The results of both experiments demonstrated the existence of a negative bias against creativity (relative to practicality) when participants experienced uncertainty. Furthermore, this bias against creativity interfered with participants’ ability to recognize a creative idea. These results reveal a concealed barrier that creative actors may face as they attempt to gain acceptance for their novel ideas.creativitybiasstereotyped attitudessocial cognitionAdvertising and Promotion ManagementArts ManagementArticle