How we judge a creative idea is affected by how we perceive its inventor. Without realizing it, we may overvalue or undervalue a new concept and make poor choices in the product development process as a result.
Researchers Izabela Lebuda and Maciej Karwowski1 studied how gender of the inventor and the uniqueness of the inventor's name affect one's perception of the invention itself. They divided 119 participants into five groups to evaluate creative products in four domains (poetry, science, music, and art). Each group evaluated the same, identical products, but the products were signed by different fictional names - a unique male name, a common male name, a unique female name, and a common female name. The fifth group evaluated the products with no names (control group).
To read the full, original article click on this link: Don't Be Fooled When Assessing Creative Work - Innovation in Practice
