Examining Creativity as a Paradox: The Interactive Effects of Novelty and Utility on In‐Role Performance

ABSTRACT In this research, we explored how the two dimensions of creativity—novelty and utility—interact to influence employees' in‐role performance. Drawing on flow theory, we hypothesize that the interaction between novelty and utility indirectly and positively affects in‐role performance via flow. We also hypothesize that learning goal orientation moderates the relationship between flow and in‐role performance. Using a multisource study and a multiwave time‐lagged study, we found that both studies consistently showed that flow mediated the relationship between the interaction of novelty with utility and in‐role performance. Novelty was more strongly related to flow when utility was higher, which in turn resulted in better in‐role performance. Learning goal orientation attenuated the positive relationship between flow and in‐role performance such that the relationship was weaker for employees with high (vs. low) learning goal orientation. The results also demonstrated the moderated mediation effects of creativity (i.e., novelty × utility) on in‐role performance via flow contingent on learning goal orientation. We discuss the implications of these findings and future directions for research.