The role of identity salience in creative thinking

Ravi Mehta, Lidan Xu, Darren W. Dahl

Research output: Chapter in Book/Report/Conference proceedingChapter


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 languageEnglish (US)
Title of host publicationHandbook of Research on Identity Theory in Marketing
PublisherEdward Elgar Publishing
Number of pages12
ISBN (Electronic)9781788117739
ISBN (Print)9781788117722
StatePublished - Jan 1 2019
Externally publishedYes

ASJC Scopus subject areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)
  • Psychology(all)


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