Prosocial motivation and creativity

Shifting from creator-focused motivation to beneficiaries-focused perspective, this study examined the interaction effect between prosocial motivation and goal frame on creativity in Chinese context. Results from a laboratory experiment supported our hypotheses: prosocial motivation positively influenced creativity, novelty, and usefulness. Also, its interaction effect with goal frame was significant: prosocial motivation generated more novel ideas under gain (vs. loss) frame, while it generated more usefulness ideas under loss (vs. gain) frame.