The study sounds dubious. (Though I do agree with the conclusion, but for other reasons). > For example, subjects had a negative reaction to a running shoe equ

The study sounds dubious. (Though I do agree with the conclusion, but for other reasons). > For example, subjects had a negative reaction to a running shoe equipped with nanotechnology that adjusted fabric thickness to cool the foot and reduce blisters. As if no reasonable person could ever have a negative reaction to that? I hope this wasn't their only test. Personally, I think most people are biased against creative ideas because most people are concrete thinkers (as opposed to abstract thinkers). Their motto in life is "better the evil you know". Now all you have to do is test people on whether they're abstract or concrete thinkers, then correlate that to how they react to new ideas. I think you will find most concrete thinkers will react negatively to creative ideas that haven't been tried before.