How Time Affects Performance in Brainstorming: An Examination of Productivity in Groups

DOI: 10.5176/2251-1865_CBP14.36

Authors: Jonali Baruah, and Paul B. Paulus

Abstract:

All brainstorming sessions have a beginning and an end but what happens in-between plays an important role in the final outcome. Past studies have not explored the nature of ideation process as a function of the degree of diversity in assigned topics over time. If the group-members were assigned with topics of high or low relatedness, would the groups differ in productivity over time? Current study investigates three areas. First, it tests whether productivity of groups changes over time. Second, whether groups differ in terms of the quality and quantity of ideas generated over time. Finally, whether the assignment of categories of high or low relatedness will lead to higher quantity and quality of ideas over time.

Keywords: brainstorming, group creativity, temporal effects, diversity