The Creative Product and Process in Computer‐Mediated Groups

The effects of information technology on the creative performance in small groups were examined. An experimental 3 × 2 design was used in order to assess the effects of Group Communication Support System (GCSS) and perceived usefulness on the creative product and the creative process. A chat, a video conference and a face‐to‐face group were compared. The consensual technique was used to obtain measurements of creativity. The results of the analysis of variance indicated that the face‐to‐face group evoked more creative results than the other two. The more real life‐like the conditions were the better fluency of ideas. The video conference group scored significantly lower on incubation in the creative process. No effects were found concerning the participants' perceived usefulness. Participants in the face‐to‐face group reported themselves to be more satisfied with both their product and process than the participants in the computer‐mediated groups. The study suggests that the measurement of both the creative product and the creative process can contribute to the research on how GCSS affects creative performance.