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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Idea Generation, Creativity and Incentives
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Idea Generation, Creativity and Incentives
Get this paper compliments of Applied Marketing Science.
