The relationship between self-construal and creativity — Regulatory focus as moderator

One independent or many independent? The relationship among self-construal, number of brand endorsers, and brand attitudes

Introduction

It was common for brands to use different numbers of endorsers in marketing practice. Nevertheless, research on brand endorsers' quantity has not yielded a uniform consensus. The previous research about brand endorsers mainly focuses on the appeal of endorsement, brand category, and endorser characteristics, paying less attention to the impact of cultural factors, particularly self-construal. This study delves into selecting brand endorsers across diverse cultural regions for the same brand.

Methods

Drawing on the principles of self-consistency theory and self-construal theory, our research, conducted through three distinct experiments, reveals that consumers tend to hold more favorable opinions about brands endorsed by a single individual. Furthermore, self-consistency emerges as a crucial mediating factor in this phenomenon. Additionally, self-construal is an essential factor among consumers from various cultural backgrounds.

Results

Consumers with an independent self-construal exhibit more favorable brand perceptions when it comes to single-endorser brands compared to their counterparts with an interdependent self-construal. Conversely, individuals with an interdependent self-construal demonstrate a more positive disposition towards brands with multiple endorsers than those with an independent self-construal.

Discussion

This research not only enriches and extends our theoretical understanding of the impact of the number of brand endorsers on consumer brand attitudes but also provides valuable practical insights for optimizing the selection of brand endorsers for companies.

New exploration of creativity: Cross-validation analysis of the factors influencing multiteam digital creativity in the transition phase

Multiteam digital creativity (MTDC) is a new domain of creativity study that fits the new developments of the digital era, thus scholars have called for exploring MTDC in the fine-graining phase. This paper responds to this call, and adopts two studies and cross-validation analysis to explore the theoretical framework of the impact factors of MTDC in the transition phase. Study 1 adopts the qualitative analysis method of rooted theory to explore a more comprehensive impact factor and to maximize the new theory's saturation. Study 2 adopts the CL-WG DEMATEL method, one analysis method of group decision-making and optimized concept lattice, which could cross-validation analyze the results of Study 1 and further determine the importance of the factors. The results of the studies indicate that the influencing factors of MTDC are multilevel, and the factors such as the organizational digital climate, team psychological empowerment, individual digital cognition and emotion, and leadership competence have greater impacts on MTDC. This indicates that the transition phase has a unique internal mechanism. This paper constructs a theoretical framework of factors influencing MTDC in the transition phase and provides new theoretical and practical references for how organizations could fully stimulate MTDC in the digital era. In addition, the cross-validated analytical method further enriches the study tools in the domain of organizational behavior.

Regulatory Focus, Motivation, and Their Relationship With Creativity Among Adolescents

Due to the close relationship among intrinsic/extrinsic motivation, regulatory focus, and creativity revealed by previous literature, intrinsic/extrinsic motivation may play a mediating role between regulatory focus and creativity. Therefore, the present study aimed to investigate the relationship between regulatory focus and creativity by combining intrinsic/extrinsic motivation. In this study, senior high school students (n = 418) completed the Regulatory Focus Questionnaire, the Working Preference Inventory, the Williams Creativity Assessment Packet, and the Kirton Adaption–Innovation Inventory. The correlation analysis showed that both promotion and prevention focus positively correlated with intrinsic motivation; intrinsic motivation and promotion focus positively correlated with creativity personality and innovative-adaptive cognitive style; and extrinsic motivation and prevention focus negatively correlated with innovative–adaptive cognitive style. Furthermore, a path model showed that promotion focus positively predicted creativity through the mediation of intrinsic motivation. In general, our study suggests that intrinsic motivation plays a mediating role between promotion focus and creativity. Our results complement those of previous studies and serve as inspiration for the cultivation of creativity in classroom or enterprise settings.

The Effect of "Novelty Input" and "Novelty Output" on Boredom During Home Quarantine in the COVID-19 Pandemic: The Moderating Effects of Trait Creativity

Governments have adopted strict home quarantine measures during the COVID-19 pandemic. A monotonous, barren, and under-stimulating environment can cause state boredom, and people often deal with boredom via novelty-seeking behavior. Novelty-seeking behavior can be divided into "novelty input" and "novelty output." The former refers to obtaining novel information such as browsing the Web; the latter refers to engaging in creative behavior such as literary creation. This study explores the relationship between two types of novelty-seeking behavior and individual state boredom during home quarantine, along with the moderation effect of trait creativity. The study sample consists of 582 Chinese college students who were quarantined at home during the COVID-19 pandemic. Participants completed the Multidimensional State Boredom Scale, the Williams Creativity Aptitude Test, and self-compiled questionnaires of novelty input and novelty output. The results show that there is no significant relationship between novelty input or novelty output and boredom during the COVID-19 quarantine. Trait creativity is found to negatively moderate the relationship between the two means of novelty seeking and boredom. Specifically, novelty output negatively predicts the state boredom of individuals with high creativity, while novelty input positively predicts the state boredom of individuals with low creativity. Our findings suggest that different novelty-seeking behaviors may have different effects on the boredom level of individuals with high versus low creativity during quarantine. During a quarantine period, individuals should avoid excessively engaging in novelty input behaviors aimed at escaping boring situations.

Why Do People Experience the Fear of Missing Out (FoMO)? Exposing the Link Between the Self and the FoMO Through Self-Construal

With the advent of social media, it is getting easier to be informed about different aspects of individuals’ lives. Therefore, experiencing fear of missing out (FoMO), which is characterized by the desire to stay continually connected with others, is becoming increasingly widespread among people. The concept of FoMO has drawn considerable attention from researchers; however, past research has yet to expose the link between the self-concept and FoMO. Drawing on the self-construal theory, we argue that the construal of the interdependent self underlies FoMO. In other words, the current article proposes that people with interdependent self-construal are more vulnerable to FoMO. In Study 1, we conducted online survey research with 566 MTurk participants, 287 U.S. participants and 279 Indian participants. In Study 2, we conducted an experiment with two conditions with 188 MTurk participants residing in the United States. The findings from the two studies provide consistent and convergent findings that FoMO is positively associated with interdependent self-construal. Implications are discussed and further research suggestions are provided.

Linking Self-Construal to Creativity: The Role of Approach Motivation and Cognitive Flexibility

While some evidence has linked the way individuals define themselves in relation to others (independent versus interdependent self-construal) to creativity, little is known about the underlying mechanism in explaining why and how self-construal influences creativity. Integrating approach-avoidance motivation theory and the dual pathway to creativity model, this research focuses on the motivational and cognitive mechanisms that transfer the effects of self-construal on creativity. Specifically, we expect that independent self-construal is a driver of creativity because it facilitates individuals' approach motivation, which in turn increases flexible information processing. To test the three-stage mediation model, one experiment and one survey study were conducted. In Study 1, in a sample of 231 Dutch students, self-construal was manipulated by a story-writing task; approach-avoidance motivation, cognitive flexibility, and creativity were measured. In Study 2, self-construal, approach (and avoidance) motivation, cognitive flexibility, and creativity were all measured in a second sample of Dutch students (N = 146). The results of two studies supported the three-stage mediation model, showing that approach motivation and cognitive flexibility together mediated the effects of self-construal on creativity. Limitations and implications for future research are discussed.