Idea Generation, Creativity, and Prototypicality

@article{Toubia2017IdeaGC,
  title={Idea Generation, Creativity, and Prototypicality},
  author={Olivier Toubia and Oded Netzer},
  journal={Mark. Sci.},
  year={2017},
  volume={36},
  pages={1-20}
}
We explore the use of big data tools to shed new light on the idea generation process, automatically “read” ideas to identify promising ones, and help people be more creative. The literature suggests that creativity results from the optimal balance between novelty and familiarity, which can be measured based on the combinations of words in an idea. We build semantic networks where nodes represent word stems in a particular idea generation topic, and edge weights capture the degree of novelty… 

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