AbstractThis commentary attempts to address the question of “Why creativity matters?” from the perspective of social psychology, by pointing out processes, which promote creativity while diminishing prejudices. I argue that through enhancing creativity, stereotyping can be reduced which can translate to the further improvement of intergroup relations. The common correlates of low prejudices and creativity supporting this hypothesis, are presented in this paper and comprise: (1) cognitive flexibility, (2) openness to experience and (3) perspective taking. Further, I invoke the existing literature regarding the link between schema-inconsistencies and creativity, which highlights the interrelatedness of these processes, but views creativity as an outcome, rather than a tool for social change. The assumed relationship can be seen as an opening to numerous future research paths, as it can give rise to various detailed questions from the points of view of basic and applied psychology.
