Which Idea to Pursue? Gender Differences in Novelty Avoidance During Creative Idea Selection

Despite women having made significant progress in the modern workforce, gender gaps are still evident in creative work. In this paper, we propose that, although women and men are equally capable of generating creative ideas, gender differences emerge during the idea-selection stage. Specifically, compared with men, women engage in higher novelty avoidance during idea selection—the degree to which one selects an idea that is less novel than the most novel idea one has generated. In two laboratory studies and a field survey involving creative professionals, we found significant gender differences in novelty avoidance during idea selection and identified women’s concerns about social backlash when pursuing highly novel ideas as one explanatory variable. We also experimentally manipulated gender compositions of the evaluation panel and found that women’s novelty avoidance tendency during idea selection was reduced when they were informed about the presence of women evaluators. Finally, novelty avoidance during idea selection has an inverted U-shaped relationship with idea success; because women tend to engage in higher novelty avoidance than men, novelty avoidance in women (but not men) has a negative impact on the success of their ideas. By examining gender dynamics at specific stages, our work offers theoretical and practical insights regarding gender disparities in creative work. Funding: M. Jin extends appreciation to the National Natural Science Foundation of China [Grants 72202003, 72091314, 72172006] for financial support. The authors also gratefully acknowledge the Singapore Ministry of Education’s Social Science Research Thematic Grant [Grant MOE2017-SSRTG-042]. Supplemental Material: The online appendix is available at https://doi.org/10.1287/orsc.2022.16176 .