Abstract
Creativity has been an integral part of human lives since the beginning of history. It has not only enabled the human race to find new and better ways to address and solve problems, but has also allowed individuals to leave an imprint of their identity on society through creative outputs. While recent work in the literature has masterfully compiled and consolidated knowledge on what creative identity entails, additional work is needed to enhance understanding of how the salience of other aspects of identity influence creativity. This chapter offers an integrative framework and comprehensive discussion on the relationship between identity salience and creativity. In doing so, this chapter provides a systematic review of the extant literature and suggests ideas for future inquiry in the area.
| Original language | English (US) |
|---|---|
| Title of host publication | Handbook of Research on Identity Theory in Marketing |
| Publisher | Edward Elgar Publishing |
| Pages | 85-96 |
| Number of pages | 12 |
| ISBN (Electronic) | 9781788117739 |
| ISBN (Print) | 9781788117722 |
| DOIs | |
| State | Published - Jan 1 2019 |
| Externally published | Yes |
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- Business, Management and Accounting(all)
- Psychology(all)