AN APPLICATION OF ROLE IDENTITY THEORY TO FOSTER ACADEMICS CREATIVITY IN A RESEARCH UNIVERSITY

This study tests a model of creative role identity for a sample of Universiti Teknologi Malaysia (UTM) social sciences fields’ academic staffs. Participants included 140 academic staffs from four different faculties in social sciences whereas questionnaires were distributed via drop and collect through designated contact person. The response rate was 54 percent. The descriptive statistics found that self-views of creative behaviour is the dominant factor that influence creative role identity. The correlation test revealed that there was a significant low positive relationship between creative role identity and creativity practices. Limitation of this study and implications for practice and future research in creativity are also discussed