Minding the Gap Between Generation and Implementation: Effects of Idea Source, Goals, and Climate on Selecting and Refining Creative Ideas

Although the majority of creative ideas are passed on or fail during implementation, little research has examined the creative processes that unfold between idea generation and implementation. This study investigated how the source of ideas, as well as the goals and climate operating in the task env...

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Bibliographic Details
Published in:Psychology of aesthetics, creativity, and the arts creativity, and the arts, 2019-02, Vol.13 (1), p.2-14
Main Authors: Watts, Logan L., Steele, Logan M., Medeiros, Kelsey E., Mumford, Michael D.
Format: Article
Language:English
Subjects:
Advertising
Collaboration
Creativity
Female
Goals
Human
Ideation
Male
Marketing
Peers
Problem solving
Processes
Task Complexity
Test Construction
Work environment
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Summary:Although the majority of creative ideas are passed on or fail during implementation, little research has examined the creative processes that unfold between idea generation and implementation. This study investigated how the source of ideas, as well as the goals and climate operating in the task environment, influence idea selection, refinement, and overall creativity. Undergraduates completed a complex marketing task that involved generating an initial list of ideas (or reviewing a list of peer ideas), critiquing these ideas, and then developing a final advertising campaign. Participants who reviewed an initial list of peer ideas generated more new concepts for their final campaigns. However, participants who generated their own initial idea lists were more likely to conceptually combine and elaborate on the ideas in their final campaigns. The most creative campaigns were produced by participants who generated their own initial idea lists while focused on originality goals in a collaborative climate. Implications for designing creative work environments are discussed.
ISSN:1931-3896
1931-390X
DOI:10.1037/aca0000157