How Chinese and Caucasian Canadians Conceptualize Creativity: The Mediating Role of Uncertainty Avoidance

Abstract

The current study examines cultural value mediators of the relationship between culture and the relative weight placed on novelty versus usefulness when conceptualizing creativity. With a sample of Chinese and Caucasian Canadian undergraduate students, we found that uncertainty avoidance, but not power distance or individualism/collectivism, mediated the relationship between culture and preferences toward the novel versus useful dimensions of creativity. We replicated the effect of uncertainty avoidance in a second study with Chinese Canadians’ bicultural identity integration predicting focus on novelty versus usefulness in the predicted direction. We advance prior research by isolating a cultural value mechanism driving cultural variation in the conceptualization of creativity when considering novelty versus usefulness. We discuss theoretical contributions and implications for future research addressing additional creativity domains, situated cognition, and norm salience.