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

Steils, Nadia; Hanine, Salwa

Document type :

Compte-rendu et recension critique d'ouvrage

DOI :

10.1016/j.jbusres.2018.10.038

Title :

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

Author(s) :

Steils, Nadia [Auteur]
Lille économie management - UMR 9221 [LEM]
Hanine, Salwa [Auteur]

Journal title :

Journal of Business Research

Pages :

14-25

Publisher :

Elsevier

Publication date :

2019-03

ISSN :

0148-2963

English keyword(s) :

Crowdsourcing
Creative contests
Brief instructions
Participation
Participants' profile

HAL domain(s) :

Sciences de l'Homme et Société/Gestion et management

English abstract : [en]

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 ...
Show more >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.Show less >

Language :

Anglais

Popular science :

Non

Collections :

Lille Économie Management (LEM) - UMR 9221

Source :

Harvested from HAL

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