Creativity and Values

ABSTRACT Barron (1997) and Helson (1990) independently have suggested that a central element in all forms of creativity is the desire or goal to be creative, implying creativity as a core value. Based on these assertions and Schwartz's (1992) theory, we tested the prediction that creative individuals will hold a different values system than their less creative counterparts. University students (N = 278) completed the Schwartz Values Survey (Schwartz, 1992), as well as a behaviorally-based self-report measure of creative accomplishments. At separate occasions, 134 of these participants also devised three creative products rated by the consensual assessment method. In keeping with prediction, creative accomplishments and products correlated significantly not only with the self-direction value composite (both including and excluding the individual item creativity), but also universalism and stimulation. Accomplishments and products correlated negatively with the value composites of tradition, security, and power. These results support the view that creativity is grounded in values, and support Schwartz's model of the dynamic structure of values as a predictor of behavior.

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