Presentation Title

Creative Idea Evaluation and Selection: Effects of Process Structure and Individual Differences

Advisor Information

Roni Reiter-Palmon

Location

Milo Bail Student Center Ballroom

Presentation Type

Poster

Start Date

8-3-2013 9:00 AM

End Date

8-3-2013 12:00 PM

Abstract

Creativity is the most influential factor in gaining a competitive business advantage in today’s economy. Between the processes of brainstorming and actual solution implementation is the critical but overlooked process of evaluating ideas and selecting of solutions to solve problems. We explored how the type of information and structure provided in the evaluation and selection process and participant personality characteristics affected idea evaluation accuracy and the selection of creative solutions to solve a problem. 186 participants read a realistic ill-defined story problem, evaluated the quality and originality of 15 solutions to the problem with a detailed rubric, simple definition, or no information about quality and originality, selected one solution to solve the problem with a structured step-by-step or open selection process, and completed several personality measures. Participants who evaluated solutions with the rubric demonstrated the most solution quality and originality evaluation accuracy. Additionally, those who more accurately evaluated solution quality and originality were more likely to select a truly creative solution to solve the problem. Furthermore, participants’ need for closure and perceptions that they were “too busy for new ideas” hindered while creative self-efficacy bolstered solution quality and originality evaluation accuracy. Finally, participants high in need for closure and perceptions that they were “too busy for new ideas” were more likely to select non-optimal or high-quality only solutions to solve the problem, while participants higher in openness to experience and creative self-efficacy were more likely to select original or truly creative solutions to solve the problem.

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Mar 8th, 9:00 AM Mar 8th, 12:00 PM

Creative Idea Evaluation and Selection: Effects of Process Structure and Individual Differences

Milo Bail Student Center Ballroom

Creativity is the most influential factor in gaining a competitive business advantage in today’s economy. Between the processes of brainstorming and actual solution implementation is the critical but overlooked process of evaluating ideas and selecting of solutions to solve problems. We explored how the type of information and structure provided in the evaluation and selection process and participant personality characteristics affected idea evaluation accuracy and the selection of creative solutions to solve a problem. 186 participants read a realistic ill-defined story problem, evaluated the quality and originality of 15 solutions to the problem with a detailed rubric, simple definition, or no information about quality and originality, selected one solution to solve the problem with a structured step-by-step or open selection process, and completed several personality measures. Participants who evaluated solutions with the rubric demonstrated the most solution quality and originality evaluation accuracy. Additionally, those who more accurately evaluated solution quality and originality were more likely to select a truly creative solution to solve the problem. Furthermore, participants’ need for closure and perceptions that they were “too busy for new ideas” hindered while creative self-efficacy bolstered solution quality and originality evaluation accuracy. Finally, participants high in need for closure and perceptions that they were “too busy for new ideas” were more likely to select non-optimal or high-quality only solutions to solve the problem, while participants higher in openness to experience and creative self-efficacy were more likely to select original or truly creative solutions to solve the problem.