IDEA GENERATION IN COMPUTER-BASED GROUPS - A NEW ENDING TO AN OLD STORY

Previous research on brainstorming and related idea-generating techniq ues has generally found interacting groups to produce fewer ideas than equivalent numbers of individuals working alone whose ideas are later pooled (i.e., nominal groups). In this paper we report four experimen ts. The first three contrast groups of various sizes using a computer- based idea generation system to equivalently sized nominal groups. The results of these experiments were consistent; large groups using a co mputer-based idea generation system out-performed equivalent nominal g roups in idea-generating tasks. A fourth experiment is then reported w hich tests the primary hypothesis as to why groups using the computer- based idea generation system outperformed nominal groups. This study c oncluded that the elimination of production blocking in the computer-b ased groups (a problem common in groups that communicate verbally wher e only one member of the group can speak at a time) accounts for a sig nificant portion of the enhanced productivity for the computer-based g roups. (C) 1994 Academic Press, Inc.