The article describes the study of the relationship between objectified indicators of creativity, its representation at the level of self-consciousness (in the form of direct self-evaluations and implicit theories of creativity) in the context of studies of the attitude toward uncertainty. A new tool to measure implicit theories of creativity, namely a Questionnaire of implicit theories of creativity (KIT) (N = 393), has been developed. Factor analysis and structural modelling were used to determine the factor structure of the questionnaire measuring four scales: "Originality" (manifestation of creativity in a familiar environment), "Intellectual and personal potential" (the use of components of the intellectual and personal potential), "Novelty" (manifestation of creativity in uncertain situations) and "Activity" (manifestation of creativity in the activity and communication).

Mechanisms of implicit theories of creativity and self-esteem as part of the intellectual and personal potential were explored on the sample of creative professionals (writers, composers and theatre and film directors, N = 52, all recognized by the community), which additionally allowed to introduce an external criterion of creativity. It was shown that at a conscious level, creativity is represented in the form of hierarchically linked self-evaluations and implicit theories, and the process of self-evaluation is based on objective indicators of creativity, while having implicit theories of creativity at its core. In recognized creative professionals, there is a connection between creativity and personality characteristics, such as "Tolerance and intolerance for uncertainty," "Trust for intuition", "Self-assessment of creativity", and objective measures of creativity; professional development in artistic professions is accompanied by the development of a more integrated system in which self-esteem appears as an integrative formation. The results obtained are considered as an argument in favor of the assumption that, in assessing own creativity, use of implicit theories of creativity as the basis of this self-esteem serves to reduce the level of uncertainty set by ambiguity of the criteria and permanent formation of the personality.