Unblocking brainstorms.

Brainstorming groups have consistently produced fewer ideas than have the equivalent number of individuals working by themselves. These results have been attributed to social loafing, evaluation apprehension, and production blocking in groups. In this study, a new brainstorming technique--electronic brainstorming--that may reduce both production blocking and evaluation apprehension was assessed. Electronic and nonelectronic groups and nominal and interacting groups were compared in a 2 x 2 factorial design. Electronic groups were more productive than nonelectronic groups, but the productivity of nominal and interacting groups did not differ. In contrast, interacting groups felt better about the idea-generation process than did nominal groups. Ways in which electronic brainstorming can reopen a long dormant area of research and application are discussed.