Building on the ideas of others: An examination of the idea combination process

Two experiments were conducted to explore the process of building on ideas in brainstorming. Although this is presumed to be an important role of brainstorming, this has never been explored experimentally. In one experiment individual and group brainstormers generated ideas which were subsequently presented to these same individuals and groups to combine and build on for additional ideas, either as groups or individuals. The combination process was influenced by whether the participants had previously brainstormed alone or in groups and the phase of the combination period (early vs. late). In a second study participants were presented lists of rare or common ideas to combine and build on either as individuals or groups. Although groups generated fewer combinations than nominal groups, they generated more novel and feasible combinations when combining rare ideas. These findings indicate that groups are able to benefit from the exchange process in building on each other's ideas and are interpreted in the context of past research on idea generation and evaluation in groups.