Cultural differences in creativity

The work has elaborated on patterns of creativity in the context of different cultures through the 'Creativity across cultures' (CREATIVE) project. Directly addressing European initiatives to promote creativity, it sought to answer the question 'How does culture influence creativity?'

As well as use of standard instruments in the laboratory, CREATIVE drew on cross-cultural psychology, statistics, applied computer science and general psychology. Project researchers also conducted interviews with international artists funded by Bavarian state fellowships. This multi-method approach offered insights into how different cultures foster, or hinder, creativity. Study results provided a nuanced picture of creativity and culture and, most importantly, showed the strong relationship between the two.

Conducted in Germany, Guatemala, India, South Africa and the United States, the first study administered creativity tests and surveys to almost 1 000 university students. The second study investigated cultural differences in analogical creative reasoning using a simulated problem situation. Participants were assigned roles as developmental aid assistants trying to improve living conditions for the Moros (a tribe of semi-nomads).

To investigate the complex creative process in real life across cultures, the third study interviewed 30 well-known artists from Cuba, Germany and Russia. This in-depth qualitative approach revealed some similarities in the domains of visual arts, literature and music. It also highlighted differences in the frequency of various related activities — e.g. financial concerns and marketing of their work.

Overall, study findings underlined cultural differences in creativity. Some are positively related to creativity, and cultural values influence creativity differently in different cultures.

CREATIVE has contributed to the knowledge gap on cultural differences and the role of culture in creativity, deemed a key driver of European development. As such, project results have implications for individuals and international teams and could be used in business as well as education. The information can help policymakers create environments that stimulate the flourishing of creativity.