Creative morality: Intentional and unconventional

: Creativity and morality are often defined with reference to conventionality, the former involving nonconformity, rebelliousness, and unconventional tendencies, and the latter involving traditional, dogmatic, and conventional tendencies. These definitions imply that creativity and morality are contradictory or mutually exclusive. The primary argument in the present article is that it is misleading to emphasize conventionality when defining creativity or morality. It is misleading in part because creativity is not entirely unconventional; rules and traditions are important in many expressions of creativity. Similarly, morality is not always conventional. The emphasis on conventionality also detracts from other important aspects of creativity and morality, such as intentionality. Creativity and morality can be understood as a combination of conventional and unconventional behaviors, but intentionality is necessary. Two areas of creativity research are especially helpful for the understanding of creative morality. They are reviewed in this article. The first involves problem‐finding skills and the second evaluative skills.