Creativity

What it measures

A three-item scale measuring the degree to which an individual perceives themselves and is perceived by close others as a creative person, and the degree to which creative activities are personally meaningful. Items tap self-assessed creativity, the centrality of creative endeavours to one's lifestyle, and social recognition of one's creativity by friends. Developed to measure creative self-concept as a consumer trait relevant to new product concept evaluation, the scale was used alongside the companion Emergent Nature scale.

Representative items

• I consider myself to be a creative person.
• Creative endeavors are important to me in my life.
• My best friends consider me to be a creative person.

Citation

Hoffman, Donna L., Praveen K. Kopalle, and Thomas P. Novak (2010). The 'right' consumers for better concepts: Identifying consumers high in emergent nature to develop new product concepts. Journal of Marketing Research, 47(5), 854–865.