PREDICTION OF CREATIVE INTENT USING AJZENS PLANNED BEHAVIOR MODEL

This research employs Ajzen's planned behaviour model (1988) to predic t creative intent. A group of 291 undergraduate students (233 F, 58 H) filled out questionnaires regarding three prototypical creative behav iours: writing and directing a play, building furniture from waste mat erials, developing an individual style of interpreting music (Amelang, Herboth & Oefner, 1991). Intent, attitude, subjective standards and p erception of control were measured for each behaviour. Hierarchical mu ltiple regression analysis results show that all of the predictors var iables, except attitude toward theatre behaviour, contribute significa ntly to the prediction of intent. In considering basic impacts, percep tion of control plays the most significant role in prediction of inten t, Perception of control also interacts either with standards (theatre or furniture) or with attitude (furniture or music) to increase expla ined variance of intent by one to three percent. These results support the relevance of the planned behaviour model in the prediction of int ent to endorse prototypical creative behaviours. However, the non-voli tional behaviours examined involve a significant amount of effort, imp lying singular commitment on the part oi the subject. The discussion d eals with the appropriateness of including measurements for commitment to creative behaviour to enhance the ability to predict creative inte nt.