The popular thinking is that to increase creativity in groups, for instance, norms should be loosened. However, research on gender-diverse groups indicates that strong political correctness (P.C.) norms increase group creativity.

Question

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Clear expectations about male-female interactions reduce uncertainty about group expectations, which allows the members to more easily express their creative ideas without combatting stereotype norms.
Positive group norms may well beget positive outcomes, but only if other factors are present, too. For instance, in a recent study a high level of group extraversion predicted helping behaviors more strongly when there were positive cooperation norms. As powerful as norms can be, though, not everyone is equally susceptible to positive group norms. Individual personalities factor in, too, as well as the level of a person's social identity with the group. A recent study in Germany indicated that the more satisfied people were with their groups, the more closely they followed group norms.

The Popular Thinking Is That to Increase Creativity in Groups