Exploratory Examination of Relationships Between Creativity Styles and Creative Products

Abstract

This study explored the relationship between individuals' styles of creativity and perceptions of the characteristics of their products at work. Kirton's (1976) adaptor-innovator (A—I) theory was used to examine style. Specifically, individuals' perceptions of the A—I style required by their jobs, the style they currently exhibited at work, and their ideal style at work were compared to self-descriptions of their products. Creative product criteria were used to evaluate creative productivity in the workplace. Employees from two British companies were surveyed (ns=59 and 81). Results showed clear and consistent relationships between creativity style and aspects associated with work-related products. The adaptive orientation was linked to products that were described as logical, adequate, well-crafted, and useful. In contrast, the innovative style was highly related to product characteristics such as original, attractive, transformational, and expressive. The practical implications of these findings for individuals and groups, as well as implications for future creativity style and level research, are discussed.