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The influence of anonymity level and extraversion on idea generation performance : an examination of selective anonymity as a new anonymity condition

Freise, P.F.H. (2022) The influence of anonymity level and extraversion on idea generation performance : an examination of selective anonymity as a new anonymity condition.

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Abstract:Brainstorming is a widely used ideation technique across organizations. The effectiveness of Brainstorming is impacted by a variety of factors, weakening its benefit. It is assumed that free riding and evaluation apprehension, as well as social-psychological factors, have a profound impact on idea generation performance. This study aims to test selective anonymity as a new anonymity condition in brainstorming. Further, it investigates the moderating influence of Extraversion during ideation processes. Therefore, an experiment had been conducted in which 104 participants were randomly assigned to three anonymity conditions: anonymous, non anonymous and selective anonymity. The individuals were asked to complete an ideation task. The ideation performance was measured as the quality of best idea produced by each participant. A personality inventory test was utilized to ascertain the degree of extraversion. The data analysis by a one-way ANOVA failed to indicate significant differences among the three tested anonymity conditions. Multiple linear regression models could also not indicate a significant influence of extraversion as a moderating variable on the relationship between anonymity condition and idea quality. The results suggest that neither a specific method of anonymity nor the Extraversion level of participants lead to a high performance in ideation tasks. Therefore, organizations should feel encouraged to use the creative potential of all employees to obtain innovations for economic success.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:https://purl.utwente.nl/essays/90955
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