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  4. Does familiarity with an idea bias its evaluation?
 
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Does familiarity with an idea bias its evaluation?

Citation Link: https://doi.org/10.15480/882.8012
Publikationstyp
Journal Article
Date Issued
2023-07-01
Sprache
English
Author(s)
Greul, Anne  
Schweisfurth, Tim  orcid-logo
Organizational Design and Collaboration Engineering W-13  
Raasch, Antje-Christina  
Technologie- und Innovationsmanagement W-7  
TORE-DOI
10.15480/882.8012
TORE-URI
https://hdl.handle.net/11420/42335
Journal
PLOS ONE  
Volume
18
Issue
7
Start Page
1
End Page
13
Article Number
e0286968
Citation
PLoS ONE 18 (7): e0286968 (2023-07)
Publisher DOI
10.1371/journal.pone.0286968
Scopus ID
2-s2.0-85164038452
Publisher
PLoS
Although many organizations strive for radical or disruptive new ideas, many fall short of their goals. We propose that a primary reason for this failure is rooted in the individuals responsible for innovation: while they seek novel ideas, they prefer familiar ones. While prior research shows that individuals are biased against ideas with high objective novelty, it has overlooked the role of subjective novelty, i.e., the extent to which an idea is novel or unfamiliar to an individual idea evaluator. In this paper, we investigate how such subjective familiarity with an idea shapes idea evaluation in innovation. Drawing on research from psychology and marketing on the mere exposure effect, we argue that familiarity with an idea positively affects the evaluation’s outcome. We present two field studies and one laboratory study that support our hypothesis. This study contributes to the understanding of cognitive biases that affect innovation processes.
DDC Class
300: Social Sciences
Publication version
publishedVersion
Lizenz
https://creativecommons.org/licenses/by/4.0/
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