Corporations spend a great deal of time and money trying to facilitate innovation in their employees. The act of introducing something new, a product or service that is viable and innovative, is often increased by enhancing or nurturing creativity. Group interactive environments are perceived as enhancing creativity and, thus, believed to be important to management. Even though empirical evidence indicates that, for creativity, individuals perform better alone, group interactive brainstorming is still the technique most commonly used for enhancing creativity. This experimental study investigated the effect of group verbally interactive brainstorming (social interaction) on creativity, not by comparing the number of ideas generated on a simple task in a brainstorming session, but by assessing creativity in the final product of a complex heuristic task. The purpose of this study was to compare the effect of group interactive brainstorming to individual brainstorming on individual creativity assessed in a final product. The hypothesis which was tested in this study was that participation in group verbally interactive brainstorming prior to developing a design solution would not facilitat
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