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”Kreativa medarbetare sökes” – En studie om huruvida kreativitet på en reklambyrå kan prediceras utifrån typ av regulatory focus, typ av motivation och grad av öppenhet för erfarenhet

Wallin, Josefine LU ; Altergård, Elin LU and Johnsson, Vanja LU (2018) PSYK11 20181
Department of Psychology
Abstract
The study aimed to explain whether it is possible to predict Creativity based on the variables Regulatory Focus style, Motivation style and Openness for Experience since the trait creativity can be troublesome to measure. The ambition was that companies will find this information useful when recruiting new co-workers, handling employees and when dealing with cooperation matters. To serve this purpose, the study used regulatory focus theory, self-determination theory and the personality trait openness for experience from the five-factor model as a theoretical framework to explore the relationship between these variables and self-assessed creativity. The data was collected with an internet-based survey that was distributed to employees at a... (More)
The study aimed to explain whether it is possible to predict Creativity based on the variables Regulatory Focus style, Motivation style and Openness for Experience since the trait creativity can be troublesome to measure. The ambition was that companies will find this information useful when recruiting new co-workers, handling employees and when dealing with cooperation matters. To serve this purpose, the study used regulatory focus theory, self-determination theory and the personality trait openness for experience from the five-factor model as a theoretical framework to explore the relationship between these variables and self-assessed creativity. The data was collected with an internet-based survey that was distributed to employees at a Swedish advertising agency (N=74). A standard multiple regression was conducted and the result showed that it is possible to predict Creativity from Openness for Experience and Promotion Focus and that all variables can explain parts of the variance of Creativity. Based on this result the question of why these particular variables can predict Creativity and if factors such as nature and nurture, common characteristics of variables and an internal momentum within individuals could have had an impact, was discussed. Finally, it was concluded that prediction of Creativity by the variables Openness for Experience and Promotion Focus can be of use for employers who are searching for creative co-workers.

Keywords: Creativity, Regulatory Focus, Motivation, Openness for Experience, Advertising agency (Less)
Abstract (Swedish)
Studien ämnade att undersöka huruvida det går att predicera kreativitet utifrån variablerna typ av regulatory focus, typ av motivation och öppenhet för erfarenhet då kreativitet som egenskap kan vara problematisk att mäta. Syftet med undersökningen var att företag ska kunna använda denna kunskap vid rekryteringar, bemötande av personal och samarbetsfrågor. För detta syfte använde studien sig av regulatory focus theory, self-determination theory och personlighetsdraget öppenhet för erfarenhet från femfaktormodellen som ett teoretiskt ramverk för att jämföra sambandet mellan dessa och självskattad kreativitet. Datan samlades in med hjälp av en internetdistribuerad enkät som delades ut till anställda på en svensk reklambyrå (N=74). En... (More)
Studien ämnade att undersöka huruvida det går att predicera kreativitet utifrån variablerna typ av regulatory focus, typ av motivation och öppenhet för erfarenhet då kreativitet som egenskap kan vara problematisk att mäta. Syftet med undersökningen var att företag ska kunna använda denna kunskap vid rekryteringar, bemötande av personal och samarbetsfrågor. För detta syfte använde studien sig av regulatory focus theory, self-determination theory och personlighetsdraget öppenhet för erfarenhet från femfaktormodellen som ett teoretiskt ramverk för att jämföra sambandet mellan dessa och självskattad kreativitet. Datan samlades in med hjälp av en internetdistribuerad enkät som delades ut till anställda på en svensk reklambyrå (N=74). En standard multipel regressionsanalys genomfördes och resultatet visade att det går att predicera kreativitet utifrån öppenhet för erfarenhet och promotion focus samt att samtliga variabler kan förklara en del av variansen i kreativitet. Utifrån detta resultat diskuterades sedan hur det kommer sig att just dessa variabler kan predicera kreativitet och om det kan bero på faktorer såsom arv och miljö, gemensamma karaktärsdrag hos variabler samt inre drivkrafter hos individer. Slutligen konstaterades det att prediktion av kreativitet utifrån variablerna öppenhet för erfarenhet och promotion focus kan vara av användning för arbetsgivare som söker efter kreativa medarbetare.

Nyckelord: Kreativitet, regulatory focus, motivation öppenhet för erfarenhet, reklambyrå (Less)
Please use this url to cite or link to this publication:
author
Wallin, Josefine LU ; Altergård, Elin LU and Johnsson, Vanja LU
supervisor
organization
course
PSYK11 20181
year
type
M2 - Bachelor Degree
subject
keywords
Kreativitet, regulatory focus, motivation, öppenhet för erfarenhet, reklambyrå
language
Swedish
id
8949325
date added to LUP
2018-06-14 13:33:32
date last changed
2018-06-14 13:33:32
@misc{8949325,
  abstract     = {The study aimed to explain whether it is possible to predict Creativity based on the variables Regulatory Focus style, Motivation style and Openness for Experience since the trait creativity can be troublesome to measure. The ambition was that companies will find this information useful when recruiting new co-workers, handling employees and when dealing with cooperation matters. To serve this purpose, the study used regulatory focus theory, self-determination theory and the personality trait openness for experience from the five-factor model as a theoretical framework to explore the relationship between these variables and self-assessed creativity. The data was collected with an internet-based survey that was distributed to employees at a Swedish advertising agency (N=74). A standard multiple regression was conducted and the result showed that it is possible to predict Creativity from Openness for Experience and Promotion Focus and that all variables can explain parts of the variance of Creativity. Based on this result the question of why these particular variables can predict Creativity and if factors such as nature and nurture, common characteristics of variables and an internal momentum within individuals could have had an impact, was discussed. Finally, it was concluded that prediction of Creativity by the variables Openness for Experience and Promotion Focus can be of use for employers who are searching for creative co-workers.

Keywords: Creativity, Regulatory Focus, Motivation, Openness for Experience, Advertising agency},
  author       = {Wallin, Josefine and Altergård, Elin and Johnsson, Vanja},
  keyword      = {Kreativitet,regulatory focus,motivation,öppenhet för erfarenhet,reklambyrå},
  language     = {swe},
  note         = {Student Paper},
  title        = {”Kreativa medarbetare sökes” – En studie om huruvida kreativitet på en reklambyrå kan prediceras utifrån typ av regulatory focus, typ av motivation och grad av öppenhet för erfarenhet},
  year         = {2018},
}