창의적 소비효능감 척도의 타당도 재검증: 창의성 과제 평가와 과제 제약의 효과

The present study reexamined the validity of Creative Consumer Efficacy Scale, which consists of four factors, original thinking efficacy, usage expansion efficacy, problem solving efficacy, and method variation efficacy. Instead of obtaining correlations with existing self- reporting scales, we asked participants to solve creative tasks and investigated if the creativity of outputs was different depending on creative consumer efficacy. For this purpose, we carried out two studies. In Study 1, we used one of verbal tasks in Torrance Tests of Creative Thinking, the strawboard box problem, which asked participants to list unusual uses of the box as many as possible for 10 minutes. Outputs of the task were evaluated in terms of fluency, originality, and flexibility. After the strawboard box problem, the participants provided their answers to Creative Consumer Efficacy Scale, Everyday Creativity Scale, and Problem Solving Inventory. We examined if the four factors of creative consumer efficacy scale were correlated with fluency, originality, and flexibility of the outputs and other related scales. In Study 2, we asked participants to design a toy, anything a child(age 5~11) can use to play with by using 20 shapes. The participants either selected five shapes to be used in the toy(low restriction condition) or were randomly assigned the five shapes(high restriction condition). After the toy task, creative consumer efficacy scale was conducted. The creativity of outputs was evaluated in terms of originality and appropriateness. We obtained correlations between the creativity of the task and creative consumer efficacy scale. In addition, we tested if low vs high restrictions would result in differences in creativity and if creative consumer efficacy moderated the effect. In Study 1, sixty six college students participated and the study was carried out online. In Study 2, one hundred twenty college students participated and each of sixty participants was randomly assigned to each condition. The experiment was carried out in small groups of 3~5. The results of Study 1 showed that creative consumer efficacy was positively correlated with fluency, originality and flexibility and among the four factors, usage expansion efficacy and method variation efficacy were positively correlated with fluency, originality, and flexibility. The four factors including problem solving efficacy were also correlated with everyday creativity scale and problem solving inventory. In Study 2, originality of the outputs was correlated with original thinking efficacy only in the high restriction condition and appropriateness was correlated with method variation efficacy. As in the previous studies, high restriction resulted in more creative outputs and original thinking efficacy moderated the effect. The results of the two studies demonstrated that people with high creative consumer efficacy indeed produced more creative outputs and the four factors measured different aspects of creative consumption, though they show high inter-correlations.