The Effect of Need for Cognition, Self-Enhancement Motive, and Learning Orientation on Sale Employee's Creativity

Employee''s creativity is one of the most important factors affecting employees'' performance. The aim of the present research was to investigate the effect of three personal characteristics of. need for cognition، self-enhancement motive، and learning orientation on sale employees'' creativity. The research employed a descriptive design. The research population consisted of Sale employees of food companies located in industrial areas of Mazandaran provine. The sample included all the population members (269 sale employees). To gather the data، Need for Cognition (Cacioppo et al.، 1996)، Self-Enhancement Motive (Yun et al.، 2007)، Learning Orientation (Elliot and Church، 1997) and Creativity (Zhou and George، 2001) questionnaires were used. Pearson correlation coefficient and path analysis were used for data analysis by using SPSS and LISREL softwares. Results of the study indicated the significant positive effect of need for cognition on creativity (P<0. 01)، learning orientation has on creativity (P<0. 01)، Based on the research and self-enhancement employees، creativity (P<0. 01). Based on the results، it can be concluded that sale employees who have stronger need for cognition، learning orientation and self-enhancement motive are more creative than other sale employees.