Recruiting valuable participants in online IDEA generation: The role of brief instructions

[en] Recruiting qualified participants becomes challenging in crowdsourcing initiatives that seek to attract a diverse crowd based upon an open call for participation online. Brief instructions often constitute the first contact point between the company and potential contributors. This research investigates how the design of brief instructions intervenes in the recruitment of people with highly creative profiles. The results from a survey and an experimental research indicate a triple-interaction effect between individuals’ level of creativity and the design of instructions (number of instructions and provision of an expected example). These findings may encourage crowdsourcing organizers to provide sufficient instructions to attract people with highly creative profiles, especially when using prospective briefs. Moreover, while constraining briefs reduces the intention to participate for individuals who are reward-oriented, greater instructional constraints do not reduce the intention to participate and emotional engagement for intrinsically motivated contributors. The study results contribute to the marketing literature by understanding the underlying psychological role of brief instructions.

Disciplines :

Marketing

Author, co-author :

Steils, Nadia ; Université de Liège - ULiège > HEC Liège : UER > UER Management : Strategic Marketing Management ; IAE Lille (University of Lille), Lille Economy and Management (UMR 9221), Lille, France

Hanine, Salwa; Université Côté d'Azur, GREDEG-CNRS, Valbonne Nice, France

Language :

English

Title :

Recruiting valuable participants in online IDEA generation: The role of brief instructions

Publication date :

March 2019

Journal title :

Journal of Business Research

ISSN :

0148-2963

eISSN :

1873-7978

Publisher :

Elsevier Inc.

Volume :

Pages :

14 - 25

Peer reviewed :

Peer Reviewed verified by ORBi

Additional URL :

https://api.elsevier.com/content/article/PII:S0148296318305198?httpAccept=text/xml

Available on ORBi :

since 20 January 2023

Statistics

Number of views

25 (3 by ULiège)

Number of downloads

0 (0 by ULiège)

More statistics

Scopus citations^®

Scopus citations^®
without self-citations

OpenCitations

Bibliography

Abraham, A., Windmann, S., Creative cognition: The diverse operations and the prospect of applying a cognitive neuroscience perspective. Methods 42 (2007), 38–48.
Agogué M., Kazakçi, A., Hatchuel, A., Le Masson, P., Weil, B., Poirel, N., Cassotti, M., The impacts of examples on creative design: Explaining fixation and stimulation effects. Journal of Creative Behavior 48 (2013), 1–12.
Amabile, T.M., The social psychology of creativity: A componential conceptualization. Journal of Personality and Social Psychology 45 (1983), 357–376.
Amabile, T.M., Motivational synergy: Toward new conceptualizations of intrinsic and extrinsic motivation in the workplace. Human Resource Management Review 3 (1993), 185–201.
Amabile, T.M., Creativity in context: Update to the social psychology of creativity. 1996, West-view Press, Boulder, CO.
Amabile, T.M., How to kill creativity. Harvard Business Review 76 (1998), 76–87.
Amabile, T.M., Stimulate creativity by fueling passion. Blackwell handbook of principles of organizational behavior, 2000, 331–341.
Amabile, T.M., Barsade, S.G., Mueller, J.S., Staw, B.M., Affect and creativity at work. Administrative Science Quarterly 50 (2005), 367–403.
Aurier, P., N'Gobo, P.-V., Assessment of consumer knowledge and its consequences: A multi-component approach. Advances in Consumer Research 26 (1999), 569–575.
Bayus, B.L., Crowdsourcing new product ideas over time: An analysis of the Dell IdeaStorm Community. Management Science 59 (2013), 226–244.
Boudreau, K.J., Lacetera, N., Lakhani, K.R., Incentives and problem uncertainty in innovation contests: An empirical analysis. Management Science 57 (2011), 843–863.
Boudreau, K.J., Lakhani, K.R., Using the crowd as an innovation partner. Harvard Business Review 91 (2013), 60–69.
Brabham, D.C., Crowdsourcing the public participation process for planning projects. Planning Theory 8 (2009), 242–262.
Brabham, D.C., Moving the crowd at threadless. Information, Communication & Society 13 (2010), 1122–1145.
Bullinger, A.C., Moeslein, K., Innovation contests – Where are we?. Americas conference on information systems proceedings, 28, 2010, 1–9.
Burger-Helmchen, T., Penin, J., Crowdsourcing : Définition, enjeux, typologie. Management et Avenir 41 (2011), 254–269 (in French).
Cameron, J., Banko, K., Pierce, D., Pervasive negative effects of rewards on intrinsic motivation: The myth continues. Behavior Analyst 24 (2001), 1–44.
Chaffois, C., Gillier, T., Roth, Y., Belkhouja, M., How task instructions impact the creativity of designers and ordinary participants in online idea generation. 22nd innovation and product development management conference. Copenhagen, Denmark, 2015.
Chang, J.W., Huang, D.W., Choi, J.N., Is task autonomy beneficial for creativity? Prior task experience and self-control as boundary conditions. Social Behavior and Personality 40:5 (2012), 705–724.
Chesbrough, H., The era of open innovation. MIT Sloan Management Review 44 (2003), 35–41.
Dahl, D.W., Moreau, C.P., Thinking inside the box: Why consumers enjoy constrained creative experiences. Journal of Marketing Research 44 (2007), 357–369.
Djelassi, S., Decoopman, I., Customers participation in product development through crowdsourcing : Issues and implications. Industrial Marketing Management 42 (2013), 683–692.
Ebner, W., Leimeister, J.M., Krcmar, H., Community engineering for innovations: The ideas contest as a method to nurture a virtual community for innovations. R&D Management 39 (2009), 342–356.
Faullant, R., Holzmann, P., Schwarz, E.J., Everybody is invited but not everybody will come-The influence of personality dispositions on users’ entry decisions for crowdsourcing contests. International Journal of Innovation Management 20 (2015), 1–20.
Fink, A., Grabner, R.G., Gebauer, D., Reishofer, G., Koschutnig, K., Ebner, F., Enhancing creativity by means of cognitive stimulation: Evidence from an FMRI study. NeuroImage 52 (2010), 1687–1695.
Finke, R.A., Ward, T.B., Smith, S.M., Creative cognition: Theory, research, and applications. 1992, MIT Press, Cambridge, MA.
Franke, N., Poetz, M.K., Schreier, M., Integrating problem solvers from analogous markets in new product ideation. Management Science 60 (2014), 1063–1081.
Franken, R.E., Human motivation. 1994, Cambridge University Press, New York.
Frey, K., Lühtje, C., Haag, S., Whom should firms attract to open innovation platforms? The role of knowledge diversity and motivation. Long Range Planning 44 (2011), 397–420.
Füller, J., Refining virtual co-creation from a consumer perspective. California Management Review 52 (2010), 98–101.
Füller, J., Bartl, M., Ernst, H., Mühlbacher, H., Community based innovation: How to integrate members of virtual communities into new product development. Electronic Commerce Research 6 (2006), 57–73.
Guilford, J.P., The nature of human intelligence. 1967, McGraw-Hill, New York.
Hammond, M.M., Neff, N.L., Farr, J.L., Schwall, A.R., Zhao, X., Predictors of individual-level innovation at work: A meta-analysis. Psychology of Aesthetics, Creativity, and the Arts 5 (2011), 1–53.
Hayes, A.F., PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling [White paper]. Retrieved from, 2012 http://www.afhayes.com/public/process2012.pdf.
Howe, J., The rise of crowdsourcing. Wired Magazine 14 (2006), 1–4.
Jadin, T., Gnambs, T., Batinic, B., Personality traits and knowledge sharing in online communities. Computers in Human Behavior 29 (2013), 210–216.
Janzik, L., Raasch, C., Online communities in mature markets: Why join, why innovate, why share?. International Journal of Innovation Management 15 (2011), 797–836.
Jeppesen, L.B., Lakhani, K.R., Marginality and problem solving effectiveness in broadcast search. Organization Science 21 (2010), 1016–1033.
Kahn, W.A., Psychological conditions of personal engagement and disengagement at work. Academy of Management Journal 33 (1990), 692–724.
Kashdan, T.B., Rose, P., Fincham, F.D., Curiosity and exploration: Facilitating positive subjective experiences and personal growth opportunities. Journal of Personality Assessment 82 (2004), 291–305.
Kaufmann, N., Veit, D., Schulze, T., More than fun and money. Worker motivation in crowdsourcing – A study on mechanical Turk Seventeenth Americas conference on information systems, Detroit, 2011, 1–11.
Kleemann, F., Voß G.G., Rieder, K., Un(der) paid innovators: The commercial utilization of consumer work through crowdsourcing. Science, Technology & Innovation Studies 4 (2008), 5–26.
Kocher, M., Sutter, M., Wakolbinger, F., Social learning in beauty-contest games. Southern Economic Journal 80 (2014), 586–613.
Kohler, T., Fueller, J., Matzler, K., Stieger, D., Co-creation in virtual worlds: The design of the user experience. MIS Quarterly 35 (2011), 773–788.
Lang, M., Bharadwaj, N., Di Benedetto, A., How crowdsourcing improves prediction of market-oriented outcomes. Journal of Business Research 69 (2016), 4168–4176.
Larkin, J., McDermott, J., Simon, D.P., Simon, H.A., Expert and novice performance in solving physics problems. Science 208 (1980), 1335–1342.
Lebraty, J.F., Lobre-Lebraty, K., Créer de la valeur par le crowdsourcing: la dyade Innovation-Authenticité. Systèmes d'information & Management 15:3 (2010), 9–40.
Leimeister, J.M., Huber, M., Bretschneider, U., Krcmar, H., Leveraging crowdsourcing: Activation-supporting components for IT-based ideas competition. Journal of Management Information Systems 26 (2009), 197–224.
Lynch, J.G., On the External Validity of Experiments in Consumer Research. Journal of Consumer Research 9:3 (1982), 225–239.
Maheswaran, D., Meyers-Levy, J., The influence of message framing and issue involvement. Journal of Marketing research 27:3 (1990), 361–367.
Martinez, M.G., Solver engagement in knowledge sharing in crowdsourcing communities: Exploring the link to creativity. Research Policy 44 (2015), 1419–1430.
Massetti, B., An empirical examination of the value of creativity support systems on idea generation. MIS Quarterly 20 (1996), 83–97.
McFadzen, E., Enhancing creative thinking within organisations. Management Decision 36:5 (1998), 309–315.
Miron, E., Erez, M., Naveh, E., Do personal characteristics and cultural values that promote innovation, quality, and efficiency compete or complement each other. Journal of Organizational Behavior 25 (2004), 175–199.
Moreau, P., Dahl, D., Designing the solution: The impact of constraints on consumers’ creativity. Journal of Consumer Research 32:1 (2005), 13–22.
Mudhi, L., Boutellier, R., Motivational factors affecting participation and contribution of members in two different Swiss innovation companies. International Journal of Innovation Management 15 (2011), 543–562.
Nambisan, S., Baron, R.A., Virtual customer environments: Testing a model of voluntary participation in value co-creation activities. Journal of Product Innovation Management 26 (2009), 388–406.
Palacios, M., Martinez-Corral, A., Nisar, A., Grijalvo, M., Crowdsourcing and organizational forms: Emerging trends and research implications. Journal of Business Research 69 (2016), 1834–1839.
Perttula, M., Sipilä P., The idea exposure paradigm in design idea generation. Journal of Engineering Design 18:1 (2007), 93–102.
Piller, F., Innovation and value-creation: Integrating customers in the innovation process. 2005, Academic Press, Cambridge, MA.
Piller, F., Walcher, D., Toolkits for idea competitions: A novel method to integrate users in new product development. RandD Management 36 (2006), 307–318.
Poetz, M.K., Schreier, M., The value of crowdsourcing: Can users really compete with professionals in generating new product ideas?. Journal of Product Innovation Management 29 (2012), 245–256.
Raju, P.S., Optimum stimulation level: Its relationship to personality, demographics, and exploratory behavior. Journal of Consumer Research 7 (1980), 272–328.
Rich, B.L., Lepine, J.A., Crawford, E.R., Job engagement: Antecedents and effects on job performance. Academy of Management Journal 53 (2010), 617–635.
Roth, Y., Brabham, D.C., Lemoine, J.-F., Recruiting Individuals to a Crowdsourcing Community: Applying Motivational Categories to an Ad Copy Test. Gil-Pechuán, Estelles-Miguel, (eds.) Garrigos-Simon, 2015, Springer, Advances in Crowdsourcing.
Sellier, A.-L., Dahl, D.W., Focus! Creative Success Is Enjoyed Through Restricted Choice. Journal of Marketing Research 48:6 (2011), 996–1007.
Schenk, E., Guittard, C., Towards a characterization of crowdsourcing practices. Journal of Innovation Economics & Management 7 (2009), 206–213.
Sieg, J.H., Wallin, M.W., Von Krogh, G., Managerial challenges in open innovation: A study of innovation intermediation in the chemical industry. RandD Management 40 (2010), 281–291.
Simonton, D.K., Origins of genius: Darwinian perspectives on creativity. 1999, Oxford University Press, New York.
Smith, S.M., The constraining effects of initial ideas. Paulus, Paul B., Nijstad, Bernard A., (eds.).), Group Creativity: Innovation Through Collaboration, 1993, Oxford University Press.
Spence, J.T., Helmreich, R.L., Achievement-related motives and behavior. Spence, J.T., (eds.) Achievement and achievement motives: Psychological and sociological approaches, 1983, Freeman, San-Francisco, 7–74.
Steils, N., Hanine, S., Creative Contests: Knowledge Generation and Underlying Learning Dynamics for Idea Generation. Journal of Marketing Management 32:17-18 (2016), 1647–1669, 10.1080/0267257X.2016.1251956.
Surowiecki, J., The wisdom of crowds. 2004, Anchor Books, New York.
Terwiesch, C., Xu, Y., Innovation contests, open innovation, and multiagent problem solving. Management Science 54 (2008), 1529–1543.
Vincenti, W.G., What engineers know and how they know it. 1990, Johns Hopkins University Press, Baltimore, MD.
Volkema, R.J., Problem Formulation in Planning and Design. Management Science 29:6 (1983), 639–652.
Ward, T.B., Creative cognition, conceptual combination, and the creative writing of Stephen R. Donaldson. American Psychologist 56 (2001), 350–354.
Whitla, P., Crowdsourcing and its application in marketing activities. Contemporary Management Research 5 (2009), 15–28.
Zhao, Y.C., Zhu, Q., Effects of extrinsic and intrinsic motivation on participation in crowdsourcing contest: A perspective of self-determination theory. Online Information Review 38 (2014), 896–917.
Zheng, H., Li, D., Hou, W., Task design, motivation, and participation in crowdsourcing contests. International Journal of Electronic Commerce 15 (2011), 57–88.
Zhu, H., Djurjagina, K., Leker, J., Innovative behavior types and their influence on individual crowdsourcing performances. International Journal of Innovation Management 18 (2014), 1–18.