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The existing empirical evidence on the relationship between time pressure and innovative behavior is paradoxical. An intriguing yet unresolved question is "When does time pressure promote or prohibit innovative behavior, and how?" We theorize that the paradoxical effect of time pressure on innovative behavior can be elucidated by the moderating role of stress mindset, and we also explore the mediating role of thriving at work. Our research involved a field study of 390 research and development personnel from eight enterprises and research institutes in China to test our proposed model. Results indicated that the stress-is-debilitating mindset negatively moderated the association between time pressure and thriving at work, while the stress-is-enhancing mindset positively moderated the link between time pressure and thriving at work. Furthermore, the findings demonstrated that the stress-is-debilitating mindset negatively moderated the indirect impact of time pressure on employees' innovative behavior through thriving at work, while the stress-is-enhancing mindset positively moderated the indirect effect of time pressure on employees' innovative behavior through thriving at work. The theoretical and practical implications of these findings are also discussed. [ABSTRACT FROM AUTHOR]