| Abstract: | Our culture, as reflected in the creativity literature, has focused on products and productivity. We know relatively little about motives related to other creativity goals or to multiple-goal structures. We studied differences in goal structures between high and low creative individuals, across creative and routine situations, in four categories: person, process, situation, product. Creativity potential was assessed with a composite of four scales. Goal structures in creative and routine situations were assessed with a self-report measure. Nearly all subjects used all four goal categories to describe their motivation in both situations. Only about 34% of subjects' motivation was product-related. There were several differences between high and low creatives: (a) high creatives made more use of the full range of goal categories; (b) in creative situations, high creatives put more emphasis on person and less on product; (c) they also put less emphasis on product than low creatives did in either situation; (d) high creatives reported significantly higher motivation than low creatives in both situations. |
