Brainstorming rules as assigned goals: Does brainstorming really improve idea quantity?

In two experiments (n = 264 and 339), I treat brainstorming rules as assigned goals and compare their effectiveness to that of quantity goals as interventions to improve the number of ideas generated by individuals. Controlling for goal commitment, I find that brainstorming rules alone do not convey an advantage over even a vague quantity goal presented alone for enhancing the number of ideas generated in two common tasks. Detailed contrasts revealed that specific, difficult goals were only partially effective on their own, as expected when goal commitment is moderate. However, I find evidence in both studies that brainstorming rules are useful adjuncts to specific, difficult quantity goals. Importantly, their combination was the only consistently effective improvement over both vague quantity goals and brainstorming rules presented alone. I discuss implications for future research adopting a goal-based view of intervention in idea generation.

Toward More Creative and Innovative Group Idea Generation: A Cognitive-Social-Motivational Perspective of Brainstorming

In many meetings and work sessions, group members exchange ideas in order to come up with novel, creative solutions for problems and to generate ideas for future innovations. This type of group idea generation or brainstorming process has been studied in detail, and we have discovered much about the cognitive and social processes that underlie group idea generation. It appears that the brainstorming performance of groups is often hindered by various social and cognitive influences, but under the appropriate conditions, group idea exchange can be quite effective. In this article, we summarize the present state of knowledge, point out some significant gaps in our knowledge, and suggest a cognitive-social-motivational perspective to integrate the major findings and to guide future research in the area of group creativity and group idea generation.     

Effects of Quantity and Quality Instructions on Brainstorming

One of the basic presumptions of brainstorming is that a focus on generating a large number of ideas enhances both the number of ideas generated and the number of good ideas (original and useful). Prior research has not clearly demonstrated the utility of such a quantity focus in comparison to a condition in which quantity is not emphasized. There have been some comparisons of the impact of quantity and quality focus on the number and quality of ideas, but the results of these comparisons have been mixed. The present study examined brainstorming with four different types of instructions: no specific focus, a quantity goal, a quality goal, or a joint quantity and quality goal. The quantity goal condition was superior to the other three conditions in leading to the generation of more ideas and more good ideas. These findings support Osborn's (1953) assumption that a quantity focus is most beneficial for brainstorming.     

Brainstorming,Brainstorming Rules and Decision Making

This study investigated the effect of brainstorming experience on the ability of groups to subsequently select the best ideas for implementation. Participants generated ideas either alone or in interactive groups and with either the regular brainstorming rules or with additional rules designed to further increase the number of ideas generated. All participants subsequently were asked to select their top five ideas in a group evaluation phase. Groups of individuals generating ideas in isolation (nominal groups) generated more ideas and more original ideas and were more likely to select original ideas during the group decision phase than interactive group brainstormers. Additional rules increased idea generation but not idea originality or idea selection.     

What Makes an Idea Risky? The Relations between Perceptions of Idea Novelty,Usefulness, and Risk

Individuals and organizations frequently tout creative ideas as a desirable goal, and yet, creative ideas are frequently rejected. Creativity researchers have often suggested that creative ideas are rejected because they are perceived as riskier due to their inherent novelty or originality. Although this assumption is prevalent, we are unaware of any empirical research directly examining the relations between perceptions of novelty and risk. We provide an empirical test of this assumption in two studies in which participants rate the novelty, usefulness, and riskiness of ideas. Across both studies, we find consistent support for the idea that usefulness, rather than novelty, has the strongest relation with risk perceptions. We also find some evidence that novelty and usefulness interact to predict perceptions of risk. Additionally, in Study 2, we find that usefulness has the strongest relation with willingness to invest and buy a product. The findings of this study suggest that the bias against creativity may be driven by the perceived usefulness of an idea, rather than its novelty, such that ideas with lower usefulness are perceived to be riskier.     

When paying attention pays off: the mindfulness skill act with awareness promotes creative idea generation in groups

ABSTRACT

Past work has linked mindfulness to improved individual-level creativity, but remained silent about group-level creativity. Of all mindfulness skills, the ability to observe and attend to various stimuli (Observation) is the most powerful predictor of individual-level creativity. Studies examining effects of specific mindfulness skills on factors pertinent to group creativity suggest that for group-level creativity, the ability to focus attention with full awareness (Act with awareness), may be equally, or even more, important. We tested the relation between mindfulness and group-level creative idea generation using two brainstorming studies: one exploratory and one confirmatory. Mindfulness skills were either measured (Study 1; N = 88 groups) or the Act with awareness skill was targeted with a short, incidental guided meditation session (Study 2; N = 68 groups). Results from both studies showed differential relations between mindfulness and group creative idea generation: Only Act with awareness positively predicted the originality of ideas (Study 1 and 2) and the number of creative ideas in groups (Study 2). How mindfulness skills relate to creativity thus depends on the particular mindfulness skill involved and whether creativity happens at the individual or group level.     

Making Group Brainstorming More Effective: Recommendations From an Associative Memory Perspective

Much literature on group brainstorming has found it to be less effective than individual brainstorming. However, a cognitive perspective suggests that group brainstorming could be an effective technique for generating creative ideas. Computer simulations of an associative memory model of idea generation in groups suggest that groups have the potential to generate ideas that individuals brainstorming alone are less likely to generate. Exchanging ideas by means of writing or computers, alternating solitary and group brainstorming, and using heterogeneous groups appear to be useful approaches for enhancing group brainstorming.     

Industrial and Biological Analogies Used Creatively by Business Professionals

The objective of this study was to test the effect of far-field industrial (i.e., man-made) versus biological analogies on creativity of business professionals from two organizations engaged in the idea generation phase of new product development. Psychological effects, as reflected in language use, were measured via computerized text analysis of transcribed audio recordings of ideation sessions. Effects on quality of product concepts generated by participants were measured via analysis of 15 judges’ multidimensional creativity ratings. Though psychological effects were undetectable, results suggest presenting new product development professionals with biological analogies as ideation stimulus increases novelty and may increase elegance of solutions generated. Presenting far-field industrial analogies increases relevance and effectiveness of solutions generated. This study serves as a source of evidence that biomimicry (design by analogy to biology) is an effective approach to product innovation. It also shows that there is an important role for far-field industrial analogies in stimulating ideas during new product development. A strategically designed brainstorming session should prime innovators with both far-field industrial and biological analogies to generate maximally creative ideas.     

Re‐Operationalizing Established Groups in Brainstorming: Validating Osborn's Claims

Since the introduction of brainstorming as an idea‐generation technique to address organizational problems, researchers have struggled to replicate some of the claims around the technique. One major concern has been the differences in the number of ideas generated between established groups as found in industry versus the non‐established groups used in the laboratory. The impact of group establishment on idea quality has also been an area of interest. This study addresses these issues by using a more in‐depth induction to establish groups and testing some discrepancies in the relationship between idea quality and idea quantity using 42 three‐person brainstorming groups. Results indicate that brainstorming groups, given an adequate amount of time (10 weeks) to become established, did generate more ideas and higher quality ideas than non‐established groups. Also, a relationship between idea quality and idea quantity was found. Further discussion of results and implications follows.     

The liberating role of conflict in group creativity: A study in two countries

Researchers of group creativity have noted problems such as social loafing, production blocking, and especially, evaluation apprehension. Thus, brainstorming techniques have specifically admonished people ‘not to criticize’ their own and others' ideas, a tenet that has gone unexamined. In contrast, there is research showing that dissent, debate and competing views have positive value, stimulating divergent and creative thought. Perhaps more importantly, we suggest that the permission to criticize and debate may encourage an atmosphere conducive to idea generation. In this experimental study, traditional brainstorming instructions, including the advice of not criticizing, were compared with instructions encouraging people to debate—even criticize. A third condition served as a control. This study was conducted both in the United States and in France. Results show the value of both types of instruction, but, in general, debate instructions were superior to traditional brainstorming instructions. Further, these findings hold across both cultures. Results are discussed in terms of the potential positive value of encouraging debate and controversy for idea generation. Copyright © 2004 John Wiley & Sons, Ltd.     

Perceptions of Brainstorming in Groups: The Quality Over Quantity Hypothesis

Our research focused on the implicit beliefs of potential brainstormers about the possible outcomes of brainstorming. We conducted four studies to assess the relative importance of quality and quantity as goals of brainstorming. In Study 1, we found evidence for a quality over quantity hypothesis: participants indicated that it was more important to produce creative, original, and high quality ideas than to generate a large number of ideas. In Studies 2 and 3, participants displayed support for the quality over quantity hypothesis by showing in group favoritism for a quality dimension but not a quantity dimension. Study 4 showed that participants believed brain-storming would enhance the quality of others' ideas more than one's own ideas, but they did not display a similar bias about idea quantity.     

Collaborative fixation: Effects of others' ideas on brainstorming

Three experiments examined whether or not fixation effects occur in brainstorming as a function of receiving ideas from others. Exchanging ideas in a group reduced the number of domains of ideas that were explored by participants. Additionally, ideas given by brainstormers conformed to ideas suggested by other participants. Temporal analyses showed how the quantity, variety and novelty of ideas fluctuate over the course of a brainstorming session. Taking a break modulated the natural decline over time in the quantity and variety of ideas. Although fixation was observed in brainstorming in terms of conformity and restriction of the breadth of ideas, it did not influence the number of ideas generated in these experiments. Copyright © 2010 John Wiley & Sons, Ltd.     

Productivity is not enough: A comparison of interactive and nominal brainstorming groups on idea generation and selection

The conclusion that nominal brainstorming groups outperform interactive brainstorming groups has been exclusively based on studies of idea generation. This study tested whether the productivity advantage of nominal groups would also result in better idea selection. Nominal and interactive groups performed a task that involved idea generation and selection. Idea generation and selection were strictly separated for half the groups, but were combined for the other half. Nominal groups generated more ideas than interactive groups, and the ideas generated by nominal groups were more original and less feasible than the ideas generated by interactive groups. However, there were no differences among conditions in quality of the selected ideas. Further, idea selection was not significantly better than chance. This suggests that high productivity in brainstorming is not sufficient to lead to better solutions.     

Group Creativity and Technology

Despite the popularity of brainstorming, research has shown that verbal brainstorming is not always effective in increasing group creativity. On the other hand, its electronic counterpart, electronic brainstorming, appears to produce much better results. Is technology the panacea for group idea generation? This paper first reviews the theory of group creativity and then examines the characteristics of electronic brainstorming that makes it more effective than verbal brainstorming. From the success of electronic brainstorming, it then argues that the use of technology might be the key to overcome the space and time constraints that are commonly faced by creativity groups.     

Divergent and Convergent Group Creativity in an Asynchronous Online Environment

This study examined the influence of various group diversity dimensions on collaborative creativity related to the healthcare system. Research findings on the association between diversity and brainstorming performance has been mixed. Diversity that increases cognitive stimulation or promotes elaboration has been shown to increase group performance. Participants exchanged ideas, replied, and elaborated using an electronic discussion board in an asynchronous fashion in groups of five over a period of 4 weeks. The groups varied in diversity of ethnicity, gender, age, and political orientation, but participants were not made aware of this diversity. Age and gender diversity were related to lower levels of replying to ideas and lower idea novelty but political diversity was related to increased replies and novelty. If a topic engages people with different perspectives to actively respond to others’ ideas, this can increase the creative potential of idea sharing in groups. Political or value-based diversity has the potential for creative solutions if the other participants’ political or value-based identities are not made salient.     

Creative Problem Solving in Small Groups: The Effects of Creativity Training on Idea Generation,Solution Creativity,and Leadership Effectiveness

This investigation evaluated the degree to which creativity training, idea generation instruction, and creative process impacted idea production, creativeness of solutions, and leadership effectiveness. Three sets of hypotheses were tested with a 114 groups of adults. First, groups whose members had some (i.e., one CPS course) or advanced training (i.e., graduate-level study in creativity or creativity professionals) were significantly more effective at idea generation than groups without training. Furthermore, leaders with some and advanced training were perceived to be significantly more effective than those with no creativity training. With respect to creativeness of solutions, the advanced training groups outperformed all others. The second set of hypotheses focused on the effectiveness of idea generation instruction (i.e., instructions without brainstorming, brainstorming, and brainstorming with criticism). Analysis revealed no significant difference for idea generation instruction relative to idea production or creativeness of solutions. The final set of hypotheses examined the use of a simple process structure for groups without prior creativity training (i.e., distinct phases for idea generation and solution development). Analysis revealed that those meetings that followed a simple process structure out performed groups that did not follow a process for both idea generation and creativeness of solutions. Further results are presented and implications discussed.     

Are we on a learning curve or a treadmill? The benefits of participative group goal setting become apparent as tasks become increasingly challenging over time

A large body of research has pointed to the utility of individual and group goal setting as a performance enhancement strategy. However, group goal setting is more complex than individual goal setting as the group context often strengthens the desire for voice and the possibility of resistance. In line with this idea, we test the prediction that goal‐related performance improvements should be more marked where groups participate in goal setting rather than having goals imposed—particularly as they become increasingly hard to achieve. These ideas are tested in two experiments (N_groups = 27, 72). Both confirm the capacity for group goal setting to enhance brainstorming performance. More importantly, both studies also show that the benefits of participative goals relative to imposed goals becomes more marked as goals become more difficult over time. In line with social identity and self‐categorization principles, we suggest that this is because increases in participatively set goals appear to provide opportunities for collective self‐actualization and self‐enhancement while increases in imposed goals do not. Copyright © 2008 John Wiley & Sons, Ltd.     

Idea Generation in Computer-Based Groups: A New Ending to an Old Story

Previous research on brainstorming and related idea-generating techniques has generally found interacting groups to produce fewer ideas than equivalent numbers of individuals working alone whose ideas are later pooled (i.e., nominal groups). In this paper we report four experiments. The first three contrast groups of various sizes using a computer-based idea generation system to equivalently sized nominal groups. The results of these experiments were consistent; large groups using a computer-based idea generation system outperformed equivalent nominal groups in idea-generating tasks. A fourth experiment is then reported which tests the primary hypothesis as to why groups using the computer-based idea generation system outperformed nominal groups. This study concluded that the elimination of production blocking in the computer-based groups (a problem common in groups that communicate verbally where only one member of the group can speak at a time) accounts for a significant portion of the enhanced productivity for the computer-based groups.     

Cognitive stimulation in brainstorming

Research on group brainstorming has demonstrated that it is less effective for generating large numbers of ideas than individual brainstorming, yet various scholars have presumed that group idea sharing should enhance cognitive stimulation and idea production. Three experiments examined the potential of cognitive stimulation in brainstorming. Experiments 1 and 2 used a paradigm in which individuals were exposed to ideas on audiotape as they were brainstorming, and Experiment 3 used the electronic brainstorming paradigm. Evidence was obtained for enhanced idea generation both during and after idea exposure. The attentional set of the participant and the content of the exposure manipulation (number of ideas, presence of irrelevant information) influenced this effect. These results are consistent with a cognitive perspective on group brainstorming.     

Relative accessibility of domain knowledge and creativity: The effects of knowledge activation on the quantity and originality of generated ideas

In brainstorming research, quantity is assumed to breed quality. However, little is known about the cognitive mechanisms underlying this relationship. A parsimonious explanation assumes a random process, in which every idea has an equal chance of being a high-quality (original and feasible) idea. In contrast, a ‘deep exploration’ approach suggests that the originality (but not the feasibility) of generated ideas is dependent on the degree to which people engage in deep exploration of their knowledge. We conducted two experiments to test the latter hypothesis. Prior to a brainstorming task, participants were primed with subcategories of the brainstorming topic. Priming caused a higher relative productivity and average originality within the primed subcategory, but did not affect global productivity and originality across categories. This effect was replicated in dyadic interactions. These results support the deep exploration hypothesis, and suggest that the relationship between quantity and quality is more complex than has previously been assumed.