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Can a crowd generate creativity? : The social influence of the crowdsourcing community on task satisfaction, attitude towards the initiating organization and creative outcomes of idea generating co-creation activities

Haag, J. B. (2017) Can a crowd generate creativity? : The social influence of the crowdsourcing community on task satisfaction, attitude towards the initiating organization and creative outcomes of idea generating co-creation activities.

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Abstract:Co-creation activities for idea generation result in advantages for consumers and organizations. This study proposes to analyze the influence of the co-creation community on task satisfaction, attitude towards the company and creative outcome of user ideas. Based on the theories of social comparison, design fixation, information overload and evaluation apprehension it is hypothesized that the number of other users’ ideas and the availability of community ratings influence task satisfaction, attitude towards the company and creative outcome. A 3x2 factorial experimental design has been suggested in order to measure these effects. A co-creation platform of a mock-up café brand was used as a stimulus in an online survey with a total of 205 generated ideas. Those ideas were rated in a subsequent content analysis according to their quality. Results showed that information about the community based on the number of other users’ ideas and the existence of a rating scheme does influence idea novelty. Furthermore it was found, that providing only single ideas leads to a decreased idea novelty based on design fixation. Task satisfaction can be seen as a key success criterion since it is related to a positive attitude and perceived innovativeness of the initiating organization.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 77 psychology
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/71730
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