The paper discuses scientific approaches that have taken shape within psychology of creativity and methodological aspects of the conception of creativity developed by Ya.A. Ponomariov, arguing that unconscious sets lying at the root of the conception can be characterized as the paradigms "objectivism", "naturalism" and "individualness". As a result specificity of the human mind and, in consequence, the essence of human creativity as a socially determined and mediated form of development of activity is ignored.