How can Groups be Creative?

Effects of Group Member Diversity and Similarity on Group Creativity

Abstract

This study examined the effect of diversity in groups on potential creativity during brainstorming session. It was hypothesized that high group diversity would improve creative potential and increase group-level emergence. Three-person groups were asked to generate ideas about unusual uses for a compact disc (in experiment 1) or wire coat hanger (in experiment 2). In experiment 1, twenty groups were divided into two categories by diversity (high/low) of member creativity according to the results of individual task. Prediction of the effect of diversity was not supported. Improvement in creative performance was not seen in the group with high diversity. This suggested the necessity of a synergistic effect of diversity and similarity that enables smooth communication among members. In experiment 2, fifty-six groups were categorized across diversity and similarity of member creativity. As predicted, high diversity and high similarity groups were the most creative and perceived their communication more smooth. These experiments suggested that both group member diversity and similarity are required for group-level emergence of creativity.