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Idea assessment in a business setting

Sørum, Marita; Steinbakk, Sunniva
Master thesis
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URI
http://hdl.handle.net/11250/167959
Date
2006
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  • Master Thesis [4207]
Abstract
During the past decades, researchers have increasingly been interested in creativity as a field

of study. Many models and theories emphasize the evaluation of creative ideas, but this subset

of creativity research is still understudied and not yet fully understood. Common for creativity

and evaluation research is the fact that both explore individual, group, leadership and more

aggregated levels of the two processes.

By testing individual factors against evaluative accuracy of popular and original ideas among

business people, we found that the attitude preference for ideation was negatively correlated

to popular evaluative skills, while preference for premature closure was negatively correlated

to both evaluations of popular and original ideas. Ideational fluency was significantly related

to evaluative accuracy, but only with evaluative accuracy of popular ideas. Working

experience was close to uncorrelated with evaluative accuracy, whereas a negative

relationship was found between leadership experience and evaluative accuracy of popular

ideas. Our final finding was that educational length positively and significantly correlated

with evaluative accuracy of popular ideas.

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