Moderating effect of Zhong Yong on the relationship between creativity and innovation behaviour

Abstract

The present study examined the moderating effect of Zhong Yong on the relationship between perceived creativity and innovation behaviour in Chinese companies. A total of 273 paired questionnaires were collected with employee self-rated creativity and Zhong Yong and supervisor-rated innovation behaviour. The results show that for people higher on Zhong Yong, their creativity was not correlated with innovation behaviour; for people less immersed in Zhong Yong, this correlation is significant. This finding provides a new insight into the effects of Zhong Yong on the creativity-innovation behaviour transformation processes. The implications for future research are also discussed. © 2010 The Authors. © 2010 Blackwell Publishing Ltd with the Asian Association of Social Psychology and the Japanese Group Dynamics Association.