ISSN : 1229-0653
The present study reports data from a field experiment that tested a synergy model of collectivistic value orientation and independent self-representation on group creativity(Choi, Cho, Seo, & Bechtoldt, 2018). Participants were recruited from a university-wide learning camp on teamwork. We induced a collectivistic value orientation as part of a teamwork activity in all groups. With this, we primed either independent or interdependent self-representation in the two experimental conditions. We also included a control condition where there was no manipulation of self-representation. Using an interactive group brainstorming task, we found support for the hypothesized synergy effect in groups where participants were randomly assigned to the work unit. No significant effects were found in groups of friends. Results also suggest that the observed synergy effect is due in part to the creativity-enhancing nature of independent self-representation, rather than detrimental effects of interdependent self-representation on group creativity. We discuss implications of these findings vis-à-vis previous research on the link between individualism-collectivism and group creativity. We also discuss limitations and future directions of this research.
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