Idea Generation, Creativity and Incentives

Idea generation (ideation) is critical to the design and marketing of new products, to marketing strategy, and to the creation of effective advertising copy. However, there has been relatively little formal research on the underlying incentives with which to encourage participants to focus their energies on relevant and novel ideas. Several problems have been identified with traditional ideation methods. This paper examines whether carefully tailored ideation incentives can improve creative output.

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Originally published in Marketing Science. Distribution of this article is only available via postal mail.