Research Handbook of Innovation and Creativity for Marketing Management
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Research Handbook of Innovation and Creativity for Marketing Management

Edited by Eric Shiu

This groundbreaking Handbook is a collection of the most recent research in innovation and creativity as it applies to marketing management. It uniquely combines the work of innovation and creativity scholars in the same book.
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Chapter 8: The influence of personality on creativity

Eva Hoff and Ingegerd Carlsson


This chapter outlines important aspects of the creative personality. The individual is viewed from the four major theoretical perspectives in personality psychology: the Trait Approach, the Dynamic Approach, the Learning Approach and the Social-Cognitive Approach. The Trait Approach presents superordinate personality factors that are claimed to explain a great part of human personality. The factor Openness is strongly connected to creativity. The Dynamic Approach regards unconscious mechanisms as well as developmental factors as important aspects of creative personality. The Learning Approach focuses on environmental prerequisites for creative personality. By rewarding non-conformist behaviour, creative behaviour is formed. The Social-Cognitive Approach weaves several aspects into their idea of personality, for instance that there is important variation within people depending on situational factors. Depending on whether the organizational climate is perceived as conducive for an employee, the climate will function as creativity enhancing.

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