The effects of schema (in)consistency in ideation
A main task for companies is to develop new products or services that fulfill customer needs. Customer co-creation has a significant effect on the success of new products. Including customers in the ideation phase especially results in better products and less costs. The purpose of this research is to examine how to optimally involve customers in the ideation process. In other research it was proven that exposure to inconsistent schema had a positive effect on an individuals’ creative and flexible thinking. This research tests if exposure to inconsistent schema pictures (compared to consistent schema pictures and no pictures) leads to more ideas and ideas of a higher creative quality. It thereby tests if individual creativity has a moderating effect on this relationship. The results found in this thesis are not in line with other researches that investigate the effects of schema inconsistencies. No significant results were found after analyzing the data, which lead to the conclusion that exposure to inconsistent pictures had no effect on the number and quality of ideas. This thesis tried to find a connection between schema theory and innovation research. Because there are no significant effects, this link was not found. Keywords: schema theory, inconsistent schema, consistent schema, New Product Development, ideation, ideation contest.
Faculteit der Managementwetenschappen