Purpose Drawing from impression management theory, this study examines how the leader's negative feedback affects the employees' creative process engagement (CPE) and whether impression management motivation plays a mediating role in this process. In addition, the moderating role of face consciousness is analyzed in the relationship between negative feedback and impression management motivation. Design/methodology/approach A time-lagged design with three data-collection points was implemented based on a dataset of two studies of follower–leader pairs (Ns = 165, 30 and 682, 89) in China. Ordinary least squares regression analyses were conducted to test the hypotheses. Findings The leader's negative feedback positively affected employees' CPE via impression management motivation. The relationship was stronger when face consciousness salience was high. Practical implications This study suggests that negative feedback is also valuable. Supervisors should learn how to stimulate employees' impression management motivation when delivering negative feedback and ensure that employees know that CPE can bring help and status rewards. Moreover, supervisors may consider using face strategies when providing negative feedback. Originality/value This study provides new insights into the association between the leader's negative feedback and employees' CPE by impression management as a psychological mechanism and face consciousness as an important boundary condition. It lays a foundation for further systematic research on CPE based on sociological theory.