Values Moderate the Relations Between Self-Construals and Creativity: The Role of Cultural Fit

Creativity has traditionally been associated with high independence and low conformity. The present study investigated the moderating role of collectivist (conformity) and individualist (self-direction) values in the link between self-construals and creativity in a collectivist cultural context. We hypothesized that (1) creativity would be related to both independent and interdependent self, and (2) creativity would be higher when individual values fit with cultural norms. We also investigated whether a bicultural self, characterized by high independence coupled with high interdependence, benefits creativity more than nonbicultural combinations and whether values moderate these relations. The task-specific perceived and actual creativity scores of 201 undergraduate students in Turkey showed expected relations with self-construals and values: First, both independence and interdependence were positively related to higher creativity. Second, high interdependence benefitted creativity more when coupled with high conformity or low self-direction. Finally, people with a bicultural self were more creative, especially when they were also high on conformity. Overall, our study provides first evidence for the interplay between self-construals, values, and the larger cultural context in affording or limiting individuals' creativity. The results were discussed in terms of the implications for cultivating creativity in educational and intercultural settings.