| dc.description.abstract | We study the effects on creativity of providing information on (1) company vision, (2)
reactive market research, and (3) proactive market research in consumer ideation of new
services. We measure creativity by four variables (a) overall creativity, (b) number of ideas,
(c) novelty, and (d) appropriateness. We collect data through a lab experiment conducted
with students at the Norwegian School of Economics. We asked participants to generate as
many ideas as possible on Near Field Communication Technologies, which is the case we
used in the experiment. We treated participants with information on either company vision,
reactive market research, or proactive market research. The control group received no
additional information. Our findings suggest that (2) reactive market research have a positive
effect on (c) novelty of ideas generated in consumer ideation. None of the other findings was
statistically significant. | nb_NO |
