Improving Satisfaction: The Importance of Ownership of the Topic under the Group Brainstorming Technique

Designers always start to make ideation through brainstorming technique. Experience of satisfaction would determine the successful of the group performance. This study attempts to explain how personality traits influence satisfaction through the sense of ownership. Results showed that ownership of the topic mediates the relationships between the three personality traits, agreeableness, conscientiousness and emotional stability and Satisfaction. Groups that are high on these three personality traits would have high level of ownership on the topic given, subsequently, this high interest on the ideation process during the technique of brainstorming enhance their satisfaction to create new ideas.