University of Twente Student Theses
Level of anonymity in creative brainstorming for people with varying creative self-efficacy
Lyttle, J. (2022) Level of anonymity in creative brainstorming for people with varying creative self-efficacy.
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| Abstract: | In increasingly competitive and global markets, companies are continuously looking for ways to improve their product offerings, services, and internal processes. Innovation is required for improvement across these aspects. In order for innovation to happen, idea generation is required. This is where brainstorming becomes a useful tool for these innovative companies. Typically, traditional brainstorming provides no form of anonymity to its participants, but over time anonymous brainstorming has proven to have its advantages. This paper goes a step further to discuss a technique called selective-anonymous brainstorming. The study described in this paper was designed to test if and when selective anonymity brainstorming would be superior to anonymous and / or non-anonymous brainstorming. While the research described in this paper was unable to find a significant difference between the quality of best ideas produced by either of the three conditions, some interesting findings were discovered on how creative selfefficacy moderates the relationship between selective anonymous brainstorming and quality of best ideas, and the relationship between non-anonymous brainstorming and quality of best ideas. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Programme: | International Business Administration BSc (50952) |
| Link to this item: | https://purl.utwente.nl/essays/91355 |
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