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Virtual communication curbs creative idea generation.

Melanie S Brucks1, Jonathan Levav2

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Remote work is increasing, but videoconferencing hinders creative idea generation by narrowing cognitive focus. However, it does not impede selecting ideas, suggesting virtual interaction has a cognitive cost for innovation.

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Area of Science:

  • Cognitive Psychology
  • Organizational Behavior
  • Human-Computer Interaction

Background:

  • The COVID-19 pandemic accelerated the shift to remote work, normalizing working from home.
  • A significant percentage of employees prefer remote work, with projections indicating a substantial portion of future workdays will be remote.
  • Innovation, crucial for scientific and commercial progress, relies heavily on collaborative idea generation.

Purpose of the Study:

  • To investigate the impact of remote work, specifically videoconferencing, on innovation and collaborative idea generation.
  • To determine if videoconferencing affects the creative process differently than in-person interactions.
  • To explore the underlying mechanisms driving any observed differences in idea generation and selection.

Main Methods:

  • Conducted a laboratory study and a field experiment across five countries.
  • Utilized eye-gaze and recall measures to assess cognitive focus during communication.
  • Employed latent semantic analysis to evaluate the nature of idea generation.

Main Results:

  • Videoconferencing significantly inhibits the production of creative ideas compared to in-person interactions.
  • No evidence suggests videoconferencing groups are less effective at selecting ideas; preliminary data indicates potential for greater effectiveness.
  • The observed effects are attributed to the physical nature of videoconferencing, which narrows cognitive focus by centering attention on a screen.

Conclusions:

  • Virtual interaction, particularly via videoconferencing, imposes a cognitive cost on creative idea generation.
  • While hindering idea *generation*, videoconferencing does not appear to impair idea *selection*.
  • Understanding these cognitive effects is crucial for optimizing remote work strategies to foster innovation.