EMPLOYEE CREATIVITY IN TAIWAN: AN APPLICATION OF ROLE IDENTITY THEORY.

This study tests a model of creative role identity for a sample of Taiwanese employees. Results showed creative role identity was predicted by perceived coworker creativity expectations, self-views of creative behaviors, and high levels of exposure to U.S. culture. Creativity was highest when a strong creative role identity was paired with perceptions that the employing organization valued creative work. Implications for managers and future creativity research are discussed.