| dc.description.abstract | Although creativity is a widely studied concept, the relationship between constraints and
creativity is still a topic that offers a great deal of conflicting views. Moreover, constrained
creativity processes seem to be widely implemented throughout the business sector. The aim
of this thesis is therefore to provide insight and contribute to a deeper understanding of the
relationship between constraints and creativity. This will be done by investigating whether
financial and/or task structure constraints enable or inhibit creativity, measuring and
comparing mean creativity scores (average effects) and the most creative ideas (extreme
value effects). We will further examine whether the average and extreme value effects of a
financial constraint is dependent on task structure, and whether bounded and unbounded
creativity processes are moderated by approach and/or avoidance motivation. Approach
motivated individuals are directed by positive and desirable opportunities, while avoidance
motivated individuals are directed by avoiding negative and undesirable outcomes. To
investigate these relationships, we have conducted an online ideation experiment. Creativity
is measured through appropriateness and novelty, individually.
Our results indicate that constraints enable average creativity, while inhibiting extreme value
creativity. Moreover, the effect of a constrained creativity processes depends on whether the
inventor is approach or avoidance motivated. Our results will now be described in more
detail. Financial and task structure constrains are found to have a significant, positive affect
on mean novelty, and a zero effect on mean appropriateness. Financial and task structure
constraints are found to have a significant, negative affect on both the appropriateness and
the novelty extreme value score. Further, our findings suggest that the effect of a financial
constraint on creativity is strengthened by a task structure constraint. Approach motivated
individuals are found to be less creative when being constrained, while avoidance motivated
individuals are found to be more creative in constrained conditions. | nb_NO |
