Seminar (Dept. of Marketing)

Title: Willpower and Creativity: Self-Control Exertion Promotes Divergent Thinking

Speaker: Ding Tian, Associate Professor, COLLEGE OF BUSINESS, Shanghai University of Finance and Economics

Time: 10:00-11：30, May. 24, 2023 (Wednesday)

Venue：Room 1008, Mingde Business Building

Language：Chinese

Abstract:

The ability to generate creative ideas is an essential skill for both individuals and firms. This research examines how the exertion of self-control affects creativity. Whereas self-control exertion typically has undesirable downstream consequences, the authors propose that it can actually be beneficial in the domain of creativity. They theorize that the act of exerting self-control enhances creativity in the form of divergent thinking, and that it does so by compromising inhibitory control and, in turn, promoting cognitive flexibility. Converging evidence from 12 studies provides support for this theorizing. It also reveals that the creativity-enhancing effect of self-control exertion vanishes in the presence of externally imposed constraints that obstruct the cognitive-flexibility pathway to creativity, and that the effect reverses for creativity in the form of convergent thinking, which is driven primarily by cognitive persistence. This research shows that self-control exertion, a common behavior among consumers and employees, has systematic and nuanced consequences for their performance in activities that require creativity. The findings have important practical implications for how to promote creativity in consumption, at work, and in everyday life.