The Effect of Individualism, Collectivism and Values on Creative Personality Traits: A Multivariate Analysis in a Multicultural Context

Abstract

Study attempted to explore effect of Individualism, Collectivism, and Values on Creative personality traits, and used Partial Least Squares PLS analysis to arrive at a model explains greatest degree of covariance between independent variables: Individualism & collectivism, values: )Power, Achievement, Hedonism, Stimulation, Self-Direction, Universalism, Benevolence, Tradition, Conformity, Security and Spiritually(, and dependent variable )Creative personality traits(, and the model revealed ten factors, the first factor was optimal as it was able to explain 28% of the data had an R value of 0.53, Goodness of fit (R2) was 28%, and Prediction Ability (Q2) was 20%. The variables most influential and highest contributing to creative personality traits were Stimulation, Spirituality, and Universalism, Tradition, and Selfdirection, variables of Collectivism, Individualism, Power, and Achievement were the least influential and contributing to the model. The study explored differences and similarities between four samples from various Arab cultures )Jordan, Saudi Arabia, Sudan, and Egypt(, as well as between males and females by performing Enhanced Discriminant Analysis PLS-EDA with rotation of the axes to match factors, using Multibase Excel program, which is useful in maximizing the separation between categories, and extracting main variables that contribute to separation between categories by Projection to Latent Structures, as well as one-way analysis of variance )ANOVA(, and t test were conducted with Post-hoc Test to monitor differences between samples. Distinguishing variables between samples were discussed, as well as coefficients of differences in the context of cultural diversity and societal modernization.