WHEN A GROUP IS NOT A GROUP - THE COGNITIVE FOUNDATION OF GROUP IDEA GENERATION

This article argues that a large part of idea-generation behavior in e lectronic brainstorming (EBS) can be explained by viewing EBS as an in dividual, cognitive (rather than a social) phenomenon from the human i nformation processing system (IPS) perspective. EBS incorporates a set of structuring mechanisms meant to overcome the limitations of the hu man IPS. Consequently, a group using an EBS outperforms both verbal br ainstorming and nominal groups by operating not as a group but as a co llection of individuals who interact with an evolving set of ideas rat her than with other individuals. We present a research agenda oriented toward the development of strategies, procedures, and technologies fo r stimulating idea generation. Based on this agenda, we identify the p roblem of information overload in EBS; develop a set of strategies for addressing the problem, grounded in human information-processing theo ry; and formulate a set of propositions for testing the strategies.