Cognitive stimulation and problem presentation in idea-generating groups.

One technique that may facilitate group brainstorming is decomposition of the task so that categories of the problem are considered one at a time rather than simultaneously (A. R. Dennis, J. S. Valacich, T. Connolly, & B. E. Wynne, 1996). Two studies examined this possibility for both solitary and interactive brainstorming in which major categories of a brainstorming problem were presented simultaneously or sequentially. In the 1st study, participants in the sequential presentation condition generated more ideas than did those in the simultaneous condition in both the individual and the group conditions. In the 2nd study, individuals exposed to either a high number or low number of idea categories demonstrated enhanced performance. Simulations of the data demonstrated that the results were consistent with an associative memory model of the idea generation process. (PsycINFO Database Record (c) 2010 APA, all rights reserved)