”Kreativa medarbetare sökes” – En studie om huruvida kreativitet på en reklambyrå kan prediceras utifrån typ av regulatory focus, typ av motivation och grad av öppenhet för erfarenhet

Sammanfattning: The study aimed to explain whether it is possible to predict Creativity based on the variables Regulatory Focus style, Motivation style and Openness for Experience since the trait creativity can be troublesome to measure. The ambition was that companies will find this information useful when recruiting new co-workers, handling employees and when dealing with cooperation matters. To serve this purpose, the study used regulatory focus theory, self-determination theory and the personality trait openness for experience from the five-factor model as a theoretical framework to explore the relationship between these variables and self-assessed creativity. The data was collected with an internet-based survey that was distributed to employees at a Swedish advertising agency (N=74). A standard multiple regression was conducted and the result showed that it is possible to predict Creativity from Openness for Experience and Promotion Focus and that all variables can explain parts of the variance of Creativity. Based on this result the question of why these particular variables can predict Creativity and if factors such as nature and nurture, common characteristics of variables and an internal momentum within individuals could have had an impact, was discussed. Finally, it was concluded that prediction of Creativity by the variables Openness for Experience and Promotion Focus can be of use for employers who are searching for creative co-workers. Keywords: Creativity, Regulatory Focus, Motivation, Openness for Experience, Advertising agency