Abstract: This paper presents a study
of electronic brainstorming (EBS) that begins with theory building,
tool development, and experimentation, and ends with practical
guidance for facilitators and developers. The paper argues that
social loafing impairs the productivity of EBS groups, and that
social comparison is a way to decrease the effect(s) of social
loafing. The literature on brainstorming productivity suggests
that high-quality ideas produced. By inducing social comparison
with graphical feedback tool and increasing the salience of that
social comparison with facilitation techniques, we increased the
productivity of EBS groups by 63 percent. Key words and phrases
:
electronic brainstorming
, group creativity
, group support systems
, social loafing
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