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Recruiting valuable participants in online IDEA generation: The role of brief instructions

Author

Listed:
  • Nadia Steils

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Salwa Hanine

Abstract

Recruiting qualified participants becomes challenging in crowdsourcing initiatives that seek to attract a diverse crowd based upon an open call for participation online. Brief instructions often constitute the first contact point between the company and potential contributors. This research investigates how the design of brief instructions intervenes in the recruitment of people with highly creative profiles. The results from a survey and an experimental research indicate a triple-interaction effect between individuals' level of creativity and the design of instructions (number of instructions and provision of an expected example). These findings may encourage crowdsourcing organizers to provide sufficient instructions to attract people with highly creative profiles, especially when using prospective briefs. Moreover, while constraining briefs reduces the intention to participate for individuals who are reward-oriented, greater instructional constraints do not reduce the intention to participate and emotional engagement for intrinsically motivated contributors. The study results contribute to the marketing literature by understanding the underlying psychological role of brief instructions.

Suggested Citation

  • Nadia Steils & Salwa Hanine, 2019. "Recruiting valuable participants in online IDEA generation: The role of brief instructions," Post-Print hal-02117668, HAL.
    • Handle: RePEc:hal:journl:hal-02117668
    DOI: 10.1016/j.jbusres.2018.10.038
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    Citations

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    Cited by:

    1. Schweitzer, Fiona & Mai, Robert, 2021. "The double-edged sword of intricate idea enactment in product development," Journal of Business Research, Elsevier, vol. 132(C), pages 392-402.
    2. Piazza, Mariangela & Mazzola, Erica & Perrone, Giovanni, 2022. "How can I signal my quality to emerge from the crowd? A study in the crowdsourcing context," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    3. Salgado, Stéphane & Hemonnet-Goujot, Aurelie & Henard, David H. & de Barnier, Virginie, 2020. "The dynamics of innovation contest experience: An integrated framework from the customer’s perspective," Journal of Business Research, Elsevier, vol. 117(C), pages 29-43.
    4. Xu, Hui & Wu, Yang & Hamari, Juho, 2022. "What determines the successfulness of a crowdsourcing campaign: A study on the relationships between indicators of trustworthiness, popularity, and success," Journal of Business Research, Elsevier, vol. 139(C), pages 484-495.
    5. Fu, Shihui & Sun, Yi & Gao, Xue, 2022. "Balancing openness and control to improve the performance of crowdsourcing contests for product innovation: A configurational perspective," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    6. Ren, Jie & Han, Yue & Genc, Yegin & Yeoh, William & Popovič, Aleš, 2021. "The boundary of crowdsourcing in the domain of creativity✰," Technological Forecasting and Social Change, Elsevier, vol. 165(C).
    7. Liao, Junyun & Chen, Jiawen & Mou, Jian, 2021. "Examining the antecedents of idea contribution in online innovation communities: A perspective of creative self-efficacy," Technology in Society, Elsevier, vol. 66(C).

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