Tell Me What To Do Not How To Do It: Influence of Creative Outcome and Process Goals on Creativity

The current research examines the utility of using creative outcome goals and process goals to enhance creativity. We propose that although creative outcome goals are likely to have a direct positive impact on creativity, the relationship between process goals and creativity is mediated by creative process engagement. Results from an experimental study demonstrated that creative outcome goals, particularly specific creative outcome goals, relate directly as well as indirectly to outcome creativity through creative process engagement. Creative process goals, however, impact outcome creativity only indirectly through creative process engagement. Process goals also had a negative impact on perceptions of autonomy, which resulted in lower levels of intrinsic motivation and ultimately creativity. The findings suggest that goals can be effective for enhancing both creative process engagement and outcome creativity; however, care should be taken to ensure that goals do not negatively impact autonomy.