Please wait a minute...
Acta Psychologica Sinica    2019, Vol. 51 Issue (6) : 688-698     DOI: 10.3724/SP.J.1041.2019.00688
Reports of Empirical Studies |
Conformity effect of the evaluation of creative products
ZHANG Hong1,REN jingyuan1,LIU Chenyang1,LUO Jing1,2()
1 Beijing Key Laboratory of “Learning & Cognition”, school of Psychology, Capital Normal University, Beijing 100048, China
2 Chinese Institute for Brain Research, Beijing 102206, China
Download: PDF(789 KB)   HTML Review File (1 KB) 
Export: BibTeX | EndNote | Reference Manager | ProCite | RefWorks     Supporting Info
Guide   
Abstract  

Although previous studies have found that a conformity effect exists widely, whether people are affected by groups in the evaluation of creative products, the new products with the basic characteristics of novelty and practicability, remains a question to be studied. Compared to artistic products, such products are closely related to real life, reflecting actual creativity, and they are typical creative products in life. Although such products reveal new perspectives for consumers, they also promote a sense of uncertainty. Research shows that when faced with uncertainty, participants are more likely to follow others. Almost all studies on this subject have involved the evaluation of creativity, yet novelty and practicability are two important aspects of creativity. Researchers have studied the characteristics of creativity or creative products; however, creative products can be divided into innovative products and renovative products according to their originality. Therefore, we plan to compare the conformity effect of the two kinds of creative products in the evaluation of novelty and practicability in this study.

An “initial evaluation-conformity induced-delay re-evaluation” paradigm was used in Experiment 1, in which participants were first asked to evaluate the practicability (or novelty) of creative products; then the 200 undergraduates' average rating and the participants' own ratings were revealed. The group rating would be revealed as higher or lower than or similar to the participants' rating. Thirty-minutes later, participants evaluated the task again were entirely unexpected. To further analyze the difference in conformity degree between the two types of creative products, the subjects were required to make a certainty judgment on the novelty and practicality of the product in Experiment 2.

Experiment 1 revealed that participants had decreased their practicability (or novelty) ratings when the group rating was lower than their first rating, increased their practicability (or novelty) ratings when the group rating was higher than their first rating, and did not change their ratings significantly when the group rating was comparable to their first rating. In the evaluation of practicability, it was found that the conformity of variation (the second rating - the first rating) of innovative products was significantly higher than that of renovative products. Nevertheless, in the evaluation of novelty, the two types of creative products had the same conformity of variation. Similarly, Experiment 2 found that the uncertainty of the evaluation of the practicability of the innovative product was greater than that of the renovative product. In the evaluation of the novelty of the two kinds of products, the degree of uncertainty was the same.

In summary, both the evaluation of novelty and the practicability of creative products had a conformity effect. In the practicality evaluation of innovative products, it was easier for respondents to follow others, which might be caused by the greater uncertainty in the practical evaluation of innovative products than in that of renovative products. Nevertheless, in the absence of knowledge of new things, blindly following the crowd is likely to have unimaginable consequences. For long-term development, we should fully understand that innovative products are practical and decide what to do the next.

Keywords innovative products      renovative products      practicability      novelty      conformity effect      uncertainty     
ZTFLH:  B849: F713.55  
Corresponding Authors: Jing LUO     E-mail: luoj@psych.ac.cn
Issue Date: 25 April 2019
Service
E-mail this article
E-mail Alert
RSS
Articles by authors
Hong ZHANG
jingyuan REN
Chenyang LIU
Jing LUO
Cite this article:   
Hong ZHANG,jingyuan REN,Chenyang LIU, et al. Conformity effect of the evaluation of creative products[J]. Acta Psychologica Sinica, 2019, 51(6): 688-698.
URL:  
http://journal.psych.ac.cn/xlxb/EN/10.3724/SP.J.1041.2019.00688     OR     http://journal.psych.ac.cn/xlxb/EN/Y2019/V51/I6/688
  
产品类型 理解时间(ms) 新颖性评分 实用性评分 复杂性评分 可理解性评分 有无原型 是否见过
创新产品 5120 (± 1088) 5.91 (± 0.6) 5.80 (± 0.6) 4.46 (± 1.1) 6.06 (± 0.4) 0.45 (± 0.2) 0.17 (± 0.1)
革新产品 5321 (± 1000) 6.09 (± 0.3) 5.75 (± 0.6) 4.54 (± 0.8) 6.06 (± 0.5) 0.56 (± 0.1) 0.16 (± 0.1)
t -0.816 -1.446 0.336 -0.328 -0.016 -2.74** 0.626
  
  
  
  
  
  
[1] Amabile T. M . ( 1982). Social psychology of creativity: A consensual assessment technique. Journal of Personality & Social Psychology, 43( 5), 997-1013.
[2] Asch S. E. ( 1951). Effects of group pressure upon the modification and distortion of judgments. In H. Guetzkow (Ed.), Groups, leadership and men: Research in human relations (pp. 177-190). Oxford, England: Carnegie Press.
[3] Berns G. S., Chappelow J., Zink C. F., Pagnoni G., Martin- Skurski M. E., & Richards J . ( 2005). Neurobiological correlates of social conformity and independence during mental rotation. Biological Psychiatry, 58( 3), 245-253.
url: https://linkinghub.elsevier.com/retrieve/pii/S0006322305004634
[4] Besemer S. P . ( 2000). To buy or not to buy: Predicting the willingness to buy from creative product variables. International Journal of Creativity & Problem Solving, 10( 2), 5-18.
[5] Campbell-Meiklejohn D. K., Kanai R., Bahrami B., Bach D. R., Dolan R. J., Roepstorff A., & Frith C. D . ( 2012). Structure of orbitofrontal cortex predicts social influence. Current Biology, 22( 4), R123-R124.
url: https://linkinghub.elsevier.com/retrieve/pii/S0960982212000139
[6] Cialdini R. B., & Goldstein N. J . ( 2004). Social influence: Compliance and conformity. Annual Review of Psychology, 55, 591-621.
url: http://www.annualreviews.org/doi/10.1146/annurev.psych.55.090902.142015
[7] Deutsch M., & Gerard H. B . ( 1955). A study of normative and informational social influences upon individual judgement. Journal Abnormal and Social Psychology, 51( 3), 629-636.
url: http://doi.apa.org/getdoi.cfm?doi=10.1037/h0046408
[8] Diedrich J., Benedek M., Jauk E., & Neubauer A. C . ( 2015). Are creative ideas novel and useful? Psychology of Aesthetics Creativity and the Arts, 9( 1), 35-40.
url: http://doi.apa.org/getdoi.cfm?doi=10.1037/a0038688
[9] Escalas J. E., & Bettman J. R . ( 2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32( 3), 378-389.
url: http://www.journals.uchicago.edu/toc/jcr/32/3
[10] Feldmann-Wüstefeld T., Schmidt-Daffy M., & Schubö A . ( 2011). Neural evidence for the threat detection advantage: Differential attention allocation to angry and happy faces. Psychophysiology, 48( 5), 697-707.
url: http://doi.wiley.com/10.1111/psyp.2011.48.issue-5
[11] Franken I. H. A., Muris P., Nijs I & van Strien, J. W. ., ( 2008). Processing of pleasant information can be as fast and strong as unpleasant information: implications for the negativity bias. Netherlands Journal of Psychology, 64( 4), 168-176.
url: http://link.springer.com/10.1007/BF03076419
[12] Gilson L. L., & Madjar , N. ( 2011). Radical and incremental creativity: Antecedents and processes. Psychology of Aesthetics Creativity and the Arts, 5( 1), 21-28.
url: http://doi.apa.org/getdoi.cfm?doi=10.1037/a0017863
[13] Gourville J. T . ( 2006). Eager sellers and stony buyers: Understanding the psychology of new-product adoption. Harvard Business Review, 84( 6), 98-106.
[14] Haller C. S., Courvoisier D. S., & Cropley D. H . ( 2011). Perhaps there is accounting for taste: Evaluating the creativity of products. Creativity Research Journal, 23( 2), 99-109.
url: http://www.tandfonline.com/doi/abs/10.1080/10400419.2011.571182
[15] Herzenstein M., & Hoeffler S. , ( 2016). Of clouds and zombies: How and when analogical learning improves evaluations of really new products. Journal of Consumer Psychology, 26( 4), 550-557.
url: http://doi.wiley.com/10.1016/j.jcps.2016.01.002
[16] Hoeffler S. ,( 2002). Conceptualizing newness and positioning really new products. Advances in Consumer Research, 29( 1), 267-267.
[17] Hoeffler S. , ( 2003). Measuring preferences for really new products. Journal of Marketing Research, 40( 4), 406-420.
url: http://journals.sagepub.com/doi/10.1509/jmkr.40.4.406.19394
[18] Hu W. P., Shi Q. Z., Han Q., Wang X. Q., & Adey P . ( 2010). Creative scientific problem finding and its developmental trend. Creativity Research Journal, 22( 1), 46-52.
url: http://www.tandfonline.com/doi/abs/10.1080/10400410903579551
[19] Huang F. R., Chiu C. Y., & Luo J . ( 2016). Neural pathway of renovative and innovative products appreciation. Scientific Reports, 6, 1-9.
[20] Huang Y-X., & Luo Y-J. ,( 2006). Temporal course of emotional negativity bias: An ERP study. Neuroscience Letters, 398( 1-2), 91-96.
url: https://linkinghub.elsevier.com/retrieve/pii/S0304394005014618
[21] Janes L. M., & Olson J. M . ( 2000). Jeer pressures: The behavioral effects of observing ridicule of others. Personality & Social Psychology Bulletin, 26( 4), 474-485.
[22] Kaestner E. J., & Polich J. ,( 2011). Affective recognition memory processing and event-related brain potentials. Cognitive Affective & Behavioral Neuroscience, 11( 2), 186-198.
[23] Klucharev V., Hytönen K., Rijpkema M., Smidts A., & Fernández G . ( 2009). Reinforcement learning signal predicts social conformity. Neuron, 61( 1), 140-151.
url: https://linkinghub.elsevier.com/retrieve/pii/S0896627308010209
[24] Krasilo T. A . ( 2005). The relation of person's creativity level and his or her attitude to creative activity products. Psychological Science & Education. ( 3), 56-57.
[25] Kristensson P. & Norlander T. , ( 2010). The creative product and the creative processes in virtual environments. Creativity and Innovation Management, 12( 1), 32-40.
[26] Lu Y., Musalem A., Olivares M., & Schilkrut A. ,( 2013). Measuring the effect of queues on customer purchases. Social Science Electronic Publishing, 59(8), 1743-1763.
[27] Luo J., Niki K., & Phillips S . ( 2004). Neural correlates of the 'Aha! reaction'. Neuroreport, 15( 13), 2013-2017.
url: http://content.wkhealth.com/linkback/openurl?sid=WKPTLP:landingpage&an=00001756-200409150-00004
[28] Madjar N., Greenberg E., & Chen Z . ( 2011). Factors for radical creativity, incremental creativity, and routine, noncreative performance. Journal of Applied Psychology, 96( 4), 730-743.
url: http://doi.apa.org/getdoi.cfm?doi=10.1037/a0022416
[29] Milgram S., Bickman L., & Berkowitz L . ( 1969). Note on the drawing power of crowds of different size. Journal of Personality and Social Psychology, 13( 2), 79-82.
url: http://content.apa.org/journals/psp/13/2/79
[30] Mueller J. S., Melwani S., & Goncalo J. A . ( 2012). The bias against creativity: Why people desire but reject creative ideas. Psychological Science, 23( 1), 13-17.
url: http://journals.sagepub.com/doi/10.1177/0956797611421018
[31] Mueller J. S., Wakslak C. J., & Krishnan V . ( 2014). Construing creativity: The how and why of recognizing creative ideas. Journal of Experimental Social Psychology, 51, 81-87.
url: https://linkinghub.elsevier.com/retrieve/pii/S0022103113001935
[32] Mugge R., & Dahl D. W . ( 2013). Seeking the ideal level of design newness: Consumer response to radical and incremental product design. Journal of Product Innovation Management, 30( s1), 34-47.
url: http://doi.wiley.com/10.1111/jpim.2013.30.issue-s1
[33] Mukherjee A., & Hoyer W. D . ( 2001). The effect of novel attributes on product evaluation. Journal of Consumer Research, 28( 3), 462-472.
url: https://academic.oup.com/jcr/article-lookup/doi/10.1086/323733
[34] Neighbors C., Larimer M. E., & Lewis M. A . ( 2004). Targeting misperceptions of descriptive drinking norms: Efficacy of a computer-delivered personalized normative feedback intervention. Journal of Consulting and Clinical Psychology, 72( 3), 434-447.
url: http://doi.apa.org/getdoi.cfm?doi=10.1037/0022-006X.72.3.434
[35] Rozin P., & Royzman E. B . ( 2001). Negativity bias, negativity dominance, and contagion. Personality and Social Psychology Review, 5( 4), 296-320.
url: http://journals.sagepub.com/doi/10.1207/S15327957PSPR0504_2
[36] Sternberg R. J., & Lubart, T. I . ( 1996). Investing in creativity. American Psychologist, 51( 7), 677-688.
url: http://doi.apa.org/getdoi.cfm?doi=10.1037/0003-066X.51.7.677
[37] Tafarodi R. W., Kang S-J., & Milne A. B . ( 2002). When different becomes similar: Compensatory conformity in bicultural visible minorities. Personality and Social Psychology Bulletin, 28( 8), 1131-1142.
url: http://journals.sagepub.com/doi/10.1177/01461672022811011
[38] Tang C. Y., & Naumann S. E . ( 2016). The impact of three kinds of identity on research and development employees' incremental and radical creativity. Thinking Skills and Creativity, 21, 123-131.
url: https://linkinghub.elsevier.com/retrieve/pii/S1871187116300323
[39] Tanggaard L . ( 2015). The creative pathways of everyday life. Journal of Creative Behavior, 49( 3), 181-193.
url: http://doi.wiley.com/10.1002/jocb.95
[40] Valgeirsdottir D., Onarheim B., & Gabrielsen G . ( 2015). Product creativity assessment of innovations: Considering the creative process. International Journal of Design Creativity & Innovation, 3( 2), 95-106.
[41] Welborn B. L., Lieberman M. D., Goldenberg D., Fuligni A. J., Galván A., & Telzer E. H . ( 2016). Neural mechanisms of social influence in adolescence. Social Cognitive and Affective Neuroscience, 11( 1), 100-109.
url: https://academic.oup.com/scan/article/11/1/100/2375165
[42] Zeki S . ( 2001). Artistic creativity and the brain. Science, 293( 5527), 51-52.
url: http://www.sciencemag.org/cgi/doi/10.1126/science.1062331
[1] Xiao Tian WANG. Using behavioral economics to cope with uncertainty: Expand the scope of effective nudging[J]. Acta Psychologica Sinica, 2019, 51(4): 407-414.
[2] Gerd GIGERENZER,LUAN Shenghua,LIU Yongfang. Are we truly irrational and almost impossible to educate? Analyzing the scientific evidence behind libertine paternalism[J]. Acta Psychologica Sinica, 2019, 51(4): 395-406.
[3] LI Rui; TIAN Xiaoming; LIU Shishun. Does Benevolent Leadership Increase Employee Pro-Social Rule Breaking?[J]. Acta Psychologica Sinica, 2015, 47(5): 637-652.
[4] HAO Po; LONG Lirong; HE Wei. When and Why Shared Leadership Influences Team Outputs? The Pivotal Roles of Information Exchange, Passionate Tone and Environmental Uncertainty[J]. Acta Psychologica Sinica, 2015, 47(10): 1288-1299.
[5] JIAO Jing-Jing,LI Xin-Wang,CUI Rui-Si,ZHU Xiao-Lin. The Influence of Novelty Seeking Behavioral Trait on Ethanol Induced Stimulatory Effects in Mice[J]. , 2011, 43(09): 1038-1044.
[6] Gary-L.-Brase. The (In)flexibility of Evolved Frequency Representations for Statistical Reasoning:
Cognitive Styles and Brief Prompts Do Not Influence Bayesian Inference
[J]. , 2007, 39(03): 398-405.
[7] Han Shihul ,Xiao Feng(Beijing Lab of Cognitive Science, University of Science and Technology of China, Beijing, 100039). FACTORS AFFECTING THE GLOBAL AND LOCAL PROCESSING OF VISUAL COMPOUND STIMULI[J]. , 1999, 31(03): 274-283.
[8] Li Xinwang Henan University. SOME SUGGESTIONS ON THE INTEGRAL REFORM OF COMMON COURSE PSYCHOLOGY IN NORMAL COLLEGES AND UNIVERSITIES IN CHINA[J]. , 1993, 25(03): 108-113.
Viewed
Full text


Abstract

Cited

  Shared   
  Discussed   
Copyright © Acta Psychologica Sinica
Support by Beijing Magtech