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A recipe for success? Sustaining creativity among first-time creative producers.
1Rotterdam School of Management (RSM), Erasmus University Rotterdam.
Winning an award for initial creative work can discourage future novelty production. This occurs because award winners fear damaging their creative identity with subsequent work, hindering sustained creativity.
Area of Science:
- Psychology
- Creativity Studies
- Behavioral Economics
Background:
- Sustaining creativity and repeat production of novel work is challenging for many individuals.
- First-time producers of novel work may face unique psychological barriers to continued creative output.
Purpose of the Study:
- To identify conditions influencing repeat novelty production among first-time creators.
- To investigate the psychological mechanisms underlying the decision to pursue follow-up creative work.
- To examine the impact of external recognition on sustained creativity.
Main Methods:
- Theoretical modeling of novelty production and creative identity.
- Archival study of first-time cookbook authors in the UK.
- Two experimental studies to test the theoretical model.
Main Results:
- A first novel production, especially when awarded, can decrease the likelihood of a second production.
- Award winners experience a heightened threat to their creative identity when considering follow-up work.
- The erosion of creative identity is a key psychological mechanism explaining reduced follow-up production.
Conclusions:
- External recognition for novel work can paradoxically inhibit future creative endeavors.
- Understanding the psychological impact of awards is crucial for fostering sustained creativity.
- Findings offer insights into why some creators discontinue their innovative efforts.

