Start Date
10-12-2017 12:00 AM
Description
In pursuit of innovation to satisfy customer demand for new products, companies increasingly use crowdsourcing to generate new ideas. Apart from financial motives, previous studies analyzing crowd workers’ motivation have highlighted the role played by the intrinsic meaningfulness of the task. These studies, however, have focused mainly on routine tasks such as image labeling, using output quantity as the variable of interest. Since the primary goal for a creative task such as idea generation is not the quantity but the quality of ideas generated, we investigate the influence of task meaning on the effort put in by workers as well as on the creativity of their output. As the results of our first experiment indicate that task meaning bears no significant influence on output quantity, we plan to conduct a second experiment to investigate the influence of task meaning on output creativity, the design of which is outlined here.
Recommended Citation
Goerzen, Thomas, ""What is it Good for – Absolutely Nothing?" Exploring the Influence of Task Meaning on Creativity in Crowdsourcing" (2017). ICIS 2017 Proceedings. 8.
https://aisel.aisnet.org/icis2017/Peer-to-Peer/Presentations/8
"What is it Good for – Absolutely Nothing?" Exploring the Influence of Task Meaning on Creativity in Crowdsourcing
In pursuit of innovation to satisfy customer demand for new products, companies increasingly use crowdsourcing to generate new ideas. Apart from financial motives, previous studies analyzing crowd workers’ motivation have highlighted the role played by the intrinsic meaningfulness of the task. These studies, however, have focused mainly on routine tasks such as image labeling, using output quantity as the variable of interest. Since the primary goal for a creative task such as idea generation is not the quantity but the quality of ideas generated, we investigate the influence of task meaning on the effort put in by workers as well as on the creativity of their output. As the results of our first experiment indicate that task meaning bears no significant influence on output quantity, we plan to conduct a second experiment to investigate the influence of task meaning on output creativity, the design of which is outlined here.