Abstract
The Work Process Inventory (WPI; Amabile, Hill, Hennessey & Tighe 1994) measures motivation to work; but the instrument has not been used in the field of advertising. This study evaluates the WPI by testing it with working creative advertising professionals. Generally, the results were consistent with its developmental research, but reliability and validity measures indicate that more work needs to be done to achieve a truly useful tool. Eighteen external influencers of motivation, relevant to the creation of advertising, were also tested. Data analyses determined that two factors showed promise, and a new set of scales is proposed.
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