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The role of perceived comprehension in idea evaluation
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center. (Service Research Center)ORCID iD: 0000-0002-7426-0337
2018 (English)In: Creativity and Innovation ManagementArticle in journal (Refereed) Published
Abstract [en]

Idea evaluation is a vital stage in the front end of innovation, which helps managers decide the direction of future innovation projects. Often, idea evaluations are crowdsourced from users in order to know their preferences. However, since early ideas are incomplete, evaluations may be exposed to cognitive bias. Previous research suggests that people have a tendency to fill inthe gaps in idea descriptions and understand them implicitly, but this can lead to additional processing and result in the undervaluation of the idea. This study tests the relationship betweenidea completeness, the assessors’ subjective comprehension, and the perceived quality of early ideas for public transport services. The results show that there is no consistently direct effect between completeness and idea quality, which suggests that idea evaluations do not rely on informed decision‐making (i.e., decisions based on the provided information). In fact, people who think they comprehend an idea also perceive its quality more higher than people who do not comprehend it. An increase in completeness acts as an aid for comprehension. These findings have important implications for idea management, and point to the significant effect of incomprehension during evaluation, something which needs to be taken into account when using crowdsourcing.

Place, publisher, year, edition, pages
Wiley-Blackwell Publishing Inc., 2018.
Keywords [en]
Comprehension, Idea Quality, Assessment, Evaluation, Innovation, Crowdsourcing
National Category
Business Administration Other Engineering and Technologies not elsewhere specified
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-66479DOI: 10.1111/caim.12262OAI: oai:DiVA.org:kau-66479DiVA, id: diva2:1185587
Available from: 2018-02-26 Created: 2018-02-26 Last updated: 2018-03-08

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Sukhov, Alexandre

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf