دورية أكاديمية
Why We Support Some Original Ideas but Reject Others: An Application of Signaling Theory
| العنوان: | Why We Support Some Original Ideas but Reject Others: An Application of Signaling Theory |
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| اللغة: | English |
| المؤلفون: | Hunter, Samuel T. (ORCID |
| المصدر: | Journal of Creative Behavior. Jun 2023 57(2):199-220. |
| الإتاحة: | Wiley. Available from: John Wiley & Sons, Inc. 111 River Street, Hoboken, NJ 07030. Tel: 800-835-6770; e-mail: cs-journals@wiley.com; Web site: https://www.wiley.com/en-usTest |
| تمت مراجعته من قبل الزملاء: | Y |
| Page Count: | 22 |
| تاريخ النشر: | 2023 |
| نوع الوثيقة: | Journal Articles Reports - Research |
| الواصفات: | Concept Formation, Evaluative Thinking, Decision Making, Creative Thinking, Novelty (Stimulus Dimension), Learning Theories |
| DOI: | 10.1002/jocb.570 |
| تدمد: | 0022-0175 2162-6057 |
| مستخلص: | Although organizations say new ideas are desirable, investing in original products rather than the "tried and true" can be unsettling for decision-makers. This discomfort may be due, in part, to uncertainty surrounding whether a new idea will prove successful. As such, the originality of a creative idea can be paradoxically viewed both as an asset, driving up appeal, as well as a detrimental risk. To help unpack these relationships, we propose that how an original idea is proposed (i.e., pitched) plays a central role in the support it receives. Guided by signaling theory we examined how pitch quality relates to funding for ideas with varying degrees of originality. In a field sample of 245 Kickstarter crowdfunding campaigns, pitch quality for ideas high in originality predicted investment in such ideas. In a follow-up experimental study, we created high- and low-quality pitches for two products, also varying product originality and product quality. Results highlight the importance of high-quality pitches for highly original ideas that are associated with reductions in uncertainty. Supplemental analyses suggest that high-quality pitches improve enthusiasm for a product as well, highlighting a potential second path of support influence. |
| Abstractor: | As Provided |
| Entry Date: | 2023 |
| رقم الانضمام: | EJ1381037 |
| قاعدة البيانات: | ERIC |
| تدمد: | 0022-0175 2162-6057 |
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| DOI: | 10.1002/jocb.570 |