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Management Insights

Management Insights informs MANAGEMENT SCIENCE Vol. 55, No. 12, December 2009, pp. iv–vi doi 10.1287/mnsc.1090.1124 issn 0025-1909  eissn 1526-5501  09  5512  00iv © 2009 INFORMS The Effects of Problem Structure and Team confidence, not necessarily those that appear superior. Diversity on Brainstorming Effectiveness For example, people often prefer branded medications (p. 1899) despite the availability of cheaper generic products of Stylianos Kavadias, Svenja C. Sommer identical quality because they feel that their beliefs about the established brand are more complete, less Brainstorming is frequently used to solve organiza- ambiguous. Based on controlled experiments, we tional problems such as generating new product con- show how ambiguity aversion, a psychological con- cepts. While a sizable literature describes techniques cept well known in the context of gambling deci- for successful brainstorming sessions, social psychol- sions, explains consumers’ preference for established ogy researchers have long insisted that brainstorming brands even when they feature inferior attributes. groups perform worse than an equal number of iso- We also show that brand equity depends on the cir- lated individuals. This lack of consensus on whether cumstances: established brands have a greater advan- brainstorming generates better solutions than individ- tage in ambiguous surroundings where consumers http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Science INFORMS

Management Insights

Management Science , Volume 55 (12): 1 – Dec 1, 2009
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Publisher
INFORMS
Copyright
Copyright © INFORMS
Subject
Management Insights
ISSN
0025-1909
eISSN
1526-5501
DOI
10.1287/mnsc.1090.1124
Publisher site
See Article on Publisher Site

Abstract

informs MANAGEMENT SCIENCE Vol. 55, No. 12, December 2009, pp. iv–vi doi 10.1287/mnsc.1090.1124 issn 0025-1909  eissn 1526-5501  09  5512  00iv © 2009 INFORMS The Effects of Problem Structure and Team confidence, not necessarily those that appear superior. Diversity on Brainstorming Effectiveness For example, people often prefer branded medications (p. 1899) despite the availability of cheaper generic products of Stylianos Kavadias, Svenja C. Sommer identical quality because they feel that their beliefs about the established brand are more complete, less Brainstorming is frequently used to solve organiza- ambiguous. Based on controlled experiments, we tional problems such as generating new product con- show how ambiguity aversion, a psychological con- cepts. While a sizable literature describes techniques cept well known in the context of gambling deci- for successful brainstorming sessions, social psychol- sions, explains consumers’ preference for established ogy researchers have long insisted that brainstorming brands even when they feature inferior attributes. groups perform worse than an equal number of iso- We also show that brand equity depends on the cir- lated individuals. This lack of consensus on whether cumstances: established brands have a greater advan- brainstorming generates better solutions than individ- tage in ambiguous surroundings where consumers

Journal

Management Science – INFORMS

Published: Dec 1, 2009

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