Crowdsourced Idea Generation: The Effect of Exposure to an Original Idea

10 Pages Posted: 1 Sep 2013

See all articles by Kai Wang

Kai Wang

Kean University

Jeffrey V. Nickerson

Stevens Institute of Technology - School of Business

Yasuaki Sakamoto

AXA Direct Japan

Multiple version iconThere are 3 versions of this paper

Date Written: August 15, 2013

Abstract

The effect of exposure to an original or common idea on crowdsourced idea generation was studied by asking crowd workers to design a public service advertisement. As compared to having no idea exposure, exposure to an original idea decreased fluency and increased the average originality of ideas generated by each person. By contrast, exposure to a common idea had no effect on either idea originality or fluency. However, the two exposure conditions showed no significant difference in either fluency or idea originality. The semantic similarity between a stimulus idea and the first idea generated was higher when the stimulus was common, as opposed to original, as measured by latent semantic analysis. The implications of these results for research and practice are discussed.

Keywords: Crowdsourcing, idea exposure, idea generation, creativity, semantic similarity

Suggested Citation

Wang, Kai and Nickerson, Jeffrey V. and Sakamoto, Yasuaki, Crowdsourced Idea Generation: The Effect of Exposure to an Original Idea (August 15, 2013). Howe School Research Paper No. 2013-16. Available at SSRN: https://ssrn.com/abstract=2318579 or http://dx.doi.org/10.2139/ssrn.2318579

Kai Wang (Contact Author)

Kean University ( email )

1000 Morris Ave
Union, NJ 07083
United States

Jeffrey V. Nickerson

Stevens Institute of Technology - School of Business ( email )

Hoboken, NJ 07030
United States

Yasuaki Sakamoto

AXA Direct Japan ( email )

Japan

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