| Article type | Research article |  |
| Year | 2026 | |
| Author(s) | Geghamyan E. | |
| Journal title | Vestnik of Russian-Armenian University (series: humanities and social sciences) | |
| Issue | 2 | |
| Pages | 197-226 | |
| Publication format | ||
| DOI | 10.24412/1829-0485-2026-2-197-226 |
ABSTRACT
The article examines the relationship between creativity and motives of professional activity among students receiving secondary vocational education in Marketing. The aim of the study was to identify the correlations between indicators of creativity and motivation for professional activity. The study involved students aged 16–17 and 18–19 years (n = 60). The empirical data were collected using F. Williams’ Divergent Thinking Test, F.
Williams’ Creativity Assessment Packet in its adapted version, and the Method for Studying Motivation for Professional Activity by A. V. Batarshev and I. Yu. Alekseeva. The data were processed using Student’s t-test for independent samples and correlation analysis. A comparative analysis was carried out of divergent thinking indicators, personal qualities of creativity, and motivation for professional activity among students of different academic years. In addition, a group of students with a high level of divergent thinking was identified, and comparative and correlation analyses of the studied indicators were conducted. The results showed a high level of creativity among the students, reflected in high indicators of fluency, flexibility, and originality of thinking. The examined students also demonstrated a high level of external positive motivation. Among third-year students, significant correlations were mainly found between divergent thinking indicators, originality, and external negative motivation. It was established that higher levels of curiosity, imagination, and overall self-assessment of creativity were associated with stronger intrinsic motivation. Furthermore, among students with a high level of divergent thinking, courage, constructive perception of criticism, and readiness to defend one’s own ideas were positively related to satisfaction with completed work and orientation toward self-realization.
Keywords: creativity, motivation, professional activity, divergent thinking, personal qualities of creativity.
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