Invoking social comparison to improve electronic brainstorming: Beyond anonymity

Morgan M. Shepherd, Robert O. Briggs, Bruce A. Reinig, Jerome Yen, Jay F. Nunamaker

Research output: Contribution to journalArticlepeer-review

156 Scopus citations


This paper presents a study of electronic brainstorming (EBS) that begins with theory building, tool development, and experimentation, and ends with practical guidance for facilitators and developers. The paper argues that social loafing impairs the productivity of EBS groups, and that social comparison is a way to decrease the effect(s) of social loafing. The literature on brainstorming productivity suggests that there is a correlation between the quantity of ideas produced and the number of high-quality ideas produced. By inducing social comparison with a graphical feedback tool and increasing the salience of that social comparison with facilitation techniques, we increased the productivity of EBS groups by 63 percent.

Original languageEnglish (US)
Pages (from-to)155-170
Number of pages16
JournalJournal of Management Information Systems
Issue number3
StatePublished - 1996

ASJC Scopus subject areas

  • Management Information Systems
  • Computer Science Applications
  • Management Science and Operations Research
  • Information Systems and Management


Dive into the research topics of 'Invoking social comparison to improve electronic brainstorming: Beyond anonymity'. Together they form a unique fingerprint.

Cite this