The only other way to control for the type of feedback the individuals were exposed to would have been to use a group that had only one real participant and the rest confederates, but this is very costly and would not add much to the control of the experiment. Table 1 presents the means and standard deviations. Use of the guided fantasy technique resulted in more ideas, more good ideas, more novel ideas, and fewer PP ideas. Contrary to our hypotheses, individual creativity, preferred creativity style, and the type of feedback did not significantly impact the number or type of ideas produced. We conclude that individuals with high overall creativity scores and those who are innovators produce a large number of good, novel and PM ideas, regardless of the technique they use.
Guided fantasy helps improve their performance, but only moderately.
Conversely, individuals with low overall creativity scores and individuals who are adapters have greater difficulty producing a large number of good, novel and PM ideas. This study suggests that the process component of the four P's model has a greater impact on the product than the person component. Managers, instead, should pay closer attention to creativity techniques and matching them to the types of ideas sought. Creative Problem Solving and Opportunity Finding . Application of group support systems to promote creativity in information systems organizations .