창의적 소비효능감 척도의 타당도 재검증: 창의성 과제 평가와 과제 제약의 효과
Revalidation of Creative Consumer Efficacy Scale: Evaluation of Creative Tasks and the Effect of Task Constraints
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본 연구에서는 창의적 소비효능감 척도의 타당도를 재검증하고자 하였다. 기존에 개발된 자기보고식 관련 척도와의 상관관계 분석과 함께 실제로 참가자들이 해결해야 하는 창의성 과제를 제시하여 이를 해결하도록 하고 그 결과물이 소비자의 창의적 소비효능감 수준에 따라 창의성 정도에서 차이를 보이는지 검증하고자 하였다. 이를 위해 두 번의 연구를 진행하였다. 연구 1에서는 산출물의 유창성, 독창성, 융통성을 측정하는 척도로 잘 알려진 마분지상자 문제를 사용하여 과제 산출물의 창의성 정도가 창의적 소비효능감 척도와 상관을 보이는지 살펴보고 문제해결과 관련된 기존 척도와의 상관을 살펴봄으로써 창의적 소비효능감 척도의 타당도를 검증하고자 하였다. 연구 2에서는 장난감 개발과제를 사용하여 산출물의 창의성(독창성, 적절성)과 창의적 소비효능감 척도와의 상관을 살펴보고 추가적으로 문제해결에의 제약이 산출물의 창의성에 미치는 효과가 창의적 소비효능감 수준에 따라 조절되는지를 검증하였다. 연구 결과, 연구 1에서는 용도확장 효능감과 방식다양화 효능감이 마분지상자의 보다 많은 용도를 생각해내는 유창성과 융통성, 그리고 그 용도의 독창성과 관련이 있음을 볼 수 있었고, 문제해결 효능감을 포함한 창의적 소비효능감 하위차원이 일상적 창의성, 문제해결척도와 유의하게 상관을 보임을 볼 수 있었다. 연구 2에서는 산출물의 독창성과 적절성을 평가하는 장난감 개발과제에서 창의적 소비효능감의 하위 요인 중 독창적 사고 효능감이 독창성과, 방식다양화 효능감은 적절성과 관련이 있음을 볼 수 있었다. 또한 기존 연구에서와 마찬가지로 제약이 클수록 산출물의 창의성이 높아졌고 독창적 사고 효능감이 이를 조절함을 볼 수 있었다. 이러한 결과는 창의적 소비효능감이 높은 사람들이 실제로 창의적인 산출물을 냄을 잘 보여주고, 창의적 소비효능감의 하위 차원이 서로 높게 상관이 되어 있기는 하지만 창의적 소비의 다른 측면을 측정하고 있음을 잘 보여준다.
Abstract
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.
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