Individuals in mind, mates by heart: Individualistic self-construal and collective value orientation as predictors of group creativity

It has been argued that groups with individualistic norms are more creative than groups with collectivistic norms (Goncalo & Staw, 2006). This conclusion, however, may be too unspecific, as individualism–collectivism denotes a multidimensional continuum and may affect people's self-construal and values. This study analyzed to what extent these dimensions differentially impact upon group creativity. After manipulating self-construal and value orientation, 58 triads engaged in a brainstorming task. Groups with collectivistic value orientation generated more ideas than groups with individualistic value orientation. Furthermore, there was an interaction between value orientation and self-construal on originality: ideas were more original when group members combined collectivistic value orientation with individualistic self-construal. Thus, groups should integrate elements of both individualism and collectivism to ensure high creativity.

► Individualism–collectivism (I–C) denotes a multidimensional construct.
► Its subcomponents “self-construal” and “values” differentially affect group creativity.
► Collectivistic values increased the number of ideas in a brainstorming session.
► The interaction of self-construal and values increased originality.