University of Twente Student Theses


Investigating different Degrees of Anonymity in the Creative Idea Generation Process

Gohla, L.R. (2022) Investigating different Degrees of Anonymity in the Creative Idea Generation Process.

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Abstract:The creative idea generation process plays a crucial role in the creation and commercialization of novel business value. In the current methodology, identified ideation is assumed to facilitate social loafing, while anonymous ideation reduces task effort. It appears we find two equally limited ‘traditional’ methods. The objective of this study is to investigate whether the new hybrid form of selective anonymity generates more great ideas in the computer-mediated ideation process than either of the two traditional methods. In a laboratory setting, an ideation session was conducted to measure the performance of the best generated ideas in novelty, business value, and consumer purchase intent. A follow-up process questionnaire measured evaluation apprehension and social loafing in-between conditions of different degrees of anonymity. Findings: Anonymity in the virtual ideation process provides more maximum business value and -purchase intent, selective anonymity performs best in purchase intent. The underlying social dynamics are unaffected by the degrees of anonymity, but predict performance. The findings facilitate the theoretical superiority of anonymous ideation over the identified method for two central outcome metrics of successful product development. Selective anonymity suggests an improvement over identified practice, but not over the anonymous method, providing limited but promising insights for the new hybrid form of anonymity.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Keywords:Creative idea generation, Brainstorming, Social loafing, Evaluation apprehension, Ideation performance, Novelty, Business value, Consumer purchase intent
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