Abstract:

Research shows unequivocally that brainstorming groups produce fewer and poorer quality ideas than the same number of individuals working alone. Yet firms continue to use brainstorming as a technique for generating ideas. This continuing use of an ineffective technique is interesting psychologically. From a practical viewpoint, understanding why brainstorming is usually ineffective, and why people still do it, gives a basis for suggesting how managers can improve the way they use it.

Document Type: Research article

DOI: 10.1111/1467-8616.00154

Affiliations: 1: Business Psychology Unit, University College London