The Creative Product and the Creative Processes in Virtual Environments

The effects of information technology on the creative performance in groups and individuals were examined. An experimental 3 2 design was used in order to assess the effects of computer-mediated and face-to-face interaction on creative performance. Forty-eight groups, divided into individuals or small three-person groups, worked on a heuristic task during three sessions. Creativity was operationalized in terms of the creative product and the creative process. The results regarding the creative product indicated that small groups had a higher flexibility than individuals. The small groups also proved to have significantly more incubations. Regarding the creative process, the face-to-face group showed a better flow, and this was especially valid in respect of the preparation phase. This study suggests that, providing there is a fully understood and well-prepared problem, attained or strengthened through face-to-face interaction; GCSS may serve as an important arena for exchanging and developing ideas.

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