A great deal of research has been conducted to develop methods and techniques to improve group ideation. Most of this research focuses on techniques for increasing the quantity of ideas generated during ideation; less attention has been given to the quality of the ideas produced. This focus stems from the widely held quantity-quality conjecture, that, all else being equal, more ideas give rise to more good ideas. In this paper, we argue that cognitive inertia and scarcity of solution space may affect the relationship between idea-quantity and idea-quality as ideation proceeds, resulting in a condition of diminishing returns for additional ideas. Results of a laboratory study using fourteen groups supported the diminishing returns hypothesis. Recommendations for future ideation research are suggested.Keywords Ideation · Brainstorming · Idea quality · Idea quantity · Ideation function · Cognitive inertia Managerial decision making is often modeled as a multi-step process (e.g., Dewey 1910;Pokras 1989;Simon 1977) and various methods and techniques have been developed to improve the performance of each step. Most multi-step decision making models include an ideation step, whereby decision makers generate multiple alternatives for addressing the task at hand. Ideation researchers have developed and tested methods such as brainstorming and the nominal group technique to improve ideation.In practice, the goal for an ideation process is usually to generate high quality ideas. High-quality ideas are those likely to yield successful outcomes for decision makers. Lowquality ideas are those unlikely to result in successful outcomes. However, most often, the