No abstract

Idea evaluation is a critical aspect of creative thought. However, a number of errors might occur in the evaluation of new ideas. One error commonly observed is the tendency to underestimate the originality of truly novel ideas. In the present study, an attempt was made to assess whether analysis of the process leading to the idea generation and analysis of product originality would act to offset underestimation error in the evaluation of highly original new ideas. Accordingly, 181 undergraduates were asked to evaluate the originality of marketing campaigns being developed by six different teams where the level of idea originality was varied. Manipulations were induced to encourage active analysis of interactional processes and the originality of team products. It was found that active analysis of product originality and appraisal of interactional processes reduced errors in evaluating the originality of highly novel ideas. The implications of these findings for the evaluation of new ideas are discussed.

The generation of new ideas is a complex demanding activity involving multiple processing operations. As is the case in other forms of complex cognition, biases in process execution can induce errors that limit peoples' ability to generate viable new ideas. In the present effort, the nature of these biases, and their impact on creative thought, are examined. It is noted that these biases arise from multiple sources including knowledge, limitations in processing capacity, patterns of information use, and the strategies applied in process execution. The implications of these observations for enhancing creative performance are discussed along with potential strategies for error remediation.

No abstract