Content area
Full Text
Abstract
Brainstorming is reviewed in face-to-face and electronic contexts. Comparing brainstorming as it was initially defined to how it has been studied reveals several important differences. The accumulated research evidence indicates that face-to-face brainstorming groups produce fewer ideas than nominal groups (i.e., individuals who generate ideas without interacting with other ideators). More recent research indicates that electronic brainstorming groups generate more ideas than do nominal groups. Increasing group size inhibits the performance of face-to-face brainstorming yet facilitates the performance of electronic brainstorming. Process blocking and evaluation apprehension appear to provide the fullest explanation of this phenomenon. Suggestions are made for facilitators who use brainstorming and for future research.
The term "brainstorming" is used in popular speech, as are trademarked brand names such as "Kleenex," "Band-Aid," and "Jello." Paul Mongeau and Mary Claire Morr remind us that "brainstorming" is also a "brand name" coined by Alex Osborn to refer to the approach he developed for idea generation. Although many people use the term generically, group facilitators should be aware of its specific meaning and the research which demonstrates, contrary to popular belief, that brainstorming is an inferior method of generating ideas! However, their criticism of the research alerts us to some of the more subtle aspects of Osborn's method and offers some pointed suggestions for facilitating idea generation.
Reconsidering Brainstorming
Decision-making groups frequently face the task of generating ideas (i.e., ideation). Whether these ideas represent solutions to a manufacturing problem or novel ways of selling toilet bowl cleaners, idea generation is an important group task (Gouran & Hirokawa, 1996). Brainstorming (i.e., using a group to generate a large number of ideas) is a preferred method of ideation.
Brainstorming is often used in a generic sense to describe groups who generate ideas. For example, Moran, Talbot, and Benson (1990) defined brainstorming as "a group process in which group members collectively contribute their ideas in a creative atmosphere" (p. 3). Although the term has come into popular use, facilitators should know its precise meaning and history. This paper reviews brainstorming theory and research in several sections. First, we consider the claims made by Osborn (1957; 1963), the father of brainstorming. This discussion includes a critical discussion of the evidence presented supporting brainstorming. Next, we consider Osborn's...