This study investigates how reading enhances the creative attitude of rural children, drawing on longitudinal data (2015–2017) from fourth-grade students in 120 primary schools in Jiangxi Province, China. Reading achievement shows a significant positive association with creative attitude score, and this relationship remains robust after accounting for individual, family, teacher, and school characteristics. Instrumental variable estimates and lagged models further support the influence of reading on creative attitude. Mechanism analyses indicate that reading enhances creative attitude by strengthening self-efficacy, encouraging more engaged reading behaviour, and enhancing comprehension and logical reasoning skills. Heterogeneity analyses reveal that the positive effects of reading are more pronounced among students who attend reading courses, benefit from supportive home reading environments, have access to reading spaces, participate in reading activities, come from better-off households, or achieve higher reading scores. By providing rare longitudinal evidence from under-resourced rural China, this study not only confirms that reading enhances creative attitude but also clarifies the channels and conditions under which this effect is strongest. The findings underscore the role of reading as a powerful pathway for improving creative attitude among rural children and highlight the importance of strengthening reading skills in settings with limited educational resources.
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