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Transcript of GROUP CREATIVITY
QUANTITY IS WANTED
WILDEST ADEAS ARE WELCOME
COMBINE AND IMPROVE THE IDEAS
Production blocking is a common problem in brainstorming groups.
Social loafing describes the tendency of individuals to put forth less effort when they are part of a group.
Two major categories
Brainstorming is a series of procedures (rules) designed to maximize the productivity of groups engaged in idea generation by reducing process losses (Osborn, 1957, 1963)
In design context, creativity is needed and its play an important role to come up with ideas and solutions
It is a tendency for one individual to block or inhibit other people during a group discussion.
If six people are in a group and one person is talking about his or her idea, then the other five people are "blocked" and less able to provide their own creative input.
They may not have time to think of an idea, or they may be distracted or forget about their idea before they have an opportunity to share it. Production blocking becomes more of a problem as the size of the group increases.
FACTORS INHIBITS GROUP BRAINSTORMING PERFORMANCE
Because all members of the group are pooling their effort to achieve a common goal, each member of the group contributes less than they would if they were individually responsible.
People fear to contribute the ideas because the ideas may be evaluated in negative way by the other group members.
FACTORS EXHIBITS GROUP BRAINSTORMING PERFORMANCE
All things being equal, an individual will tend to be attracted to, and are more likely to pair off with, another individual who is of the same or like degree of physical attractiveness as themselves.
Synergy - meaning joint work and cooperative action.
Synergy is created when things work in concert together to create an outcome that is in some way of more value than the total of what the individual inputs is.
The tendency for people to be aroused into better performance on simple tasks (or tasks at which they are expert or that have become autonomous) when under the eye of others, rather than while they are alone (audience effect), or when they are working alongside other people (coactor effect).
Occurs when individuals compare themselves to others who are deemed socially above them in some way.
People intentionally compare themselves with others so that they can make their self-views more positive.
In this type of comparison, people want to believe themselves to be part of the elite, and make comparisons showing the similarities in themselves and the comparison group.
Upward social comparison
Downward social comparison acts in the opposite direction.
Downward social comparison is a defensive tendency to evaluate oneself with a comparison group whose troubles are more serious than one's own.
This tends to occur when threatened people look to others who are less fortunate than themselves.
Downward social comparison
WHEN BRAINSTORMING IS USED IN DESIGN?
Product design process
7. Production: a tangible product is complete.
1. Gathering information
Understand the need and challengers of users
Observe the real situation
Visualize the new ideas by using brainstorming technique
Evaluate/refine the ideas by using prototype process
Implement the design to the users.
1. Discuss - Problem statement
2. Restatement the problem
3. Select the most appropriate problem
4. Warm-up session