The application of analogical reasoning in product ideation the effects of different brainstorming structures and analogical reasoning types = 신제품 아이디어창출에서 유추적 추론의 적용 브레인스토밍 구조와 유추적 추론 종류에 따른 효과

Thesis for the Degree of DoctorThe Application of Analogical Reasoning in Product Ideation: The Effects of Different Brainstorming Structures and Analogical Reasoning Types 신제품 아이디어창

Thesis for the Degree of Doctor

The Application of Analogical Reasoning in

Product Ideation:

The Effects of Different Brainstorming Structures and

Analogical Reasoning Types

신제품 아이디어창출에서 유추적 추론의 적용:

브레인스토밍 구조와 유추적 추론 종류에

따른 효과

December 2016

Department of Business Administration

Graduate School of Soongsil University

LE PHUOC CUU LONG

Thesis for the Degree of Doctor

The Application of Analogical Reasoning in

Product Ideation:

The Effects of Different Brainstorming Structures and

Analogical Reasoning Types

신제품 아이디어창출에서 유추적 추론의 적용:

브레인스토밍 구조와 유추적 추론 종류에

따른 효과

December 2016

Department of Business Administration

Graduate School of Soongsil University

LE PHUOC CUU LONG

The Application of Analogical Reasoning in

Product Ideation:

The Effects of Different Brainstorming Structures and

Analogical Reasoning Types

A thesis supervisor: Kunbae Kim

Thesis submitted in partial fulfillment of the requirements

for the Degree of Doctor

December 2016

Department of Business Administration

Graduate School of Soongsil University

LE PHUOC CUU LONG Thesis for the Degree of Doctor

To approve the submitted thesis for the

Degree of Doctor by Le Phuoc Cuu Long

on the manuscript

I am grateful to others professors in college of business for their sharing of valuable knowledge and helping me to overcome many difficulties during the time that I stayed in Korea I would like to thank all friends in marketing department and Vietnamese student association in Soongsil University for the unforgettable time

we spent together During three years I spent in Korea, they are always on my side

in studying and daily life Especially, I appreciate the supports from my lab-mates

who helped me to do my research This study could not be finished without them

My special appreciation should be given to my family, my mother, and my wife,

Ho Than Ai Van Studying abroad as an international student could not be possible without the sacrifice of my wife If possible, I would like to co-author dissertation with my wife I especially thank my mother, for an excellent mother who spent all of her life in bringing me up and my father, my hero that I always admire I also would like to thank my parents in law who have always worried and spent much time to take care my sons during the time that I stayed in Korea I would also thank my children, Minh Triet and Minh Khoa, for their being patient to a busy father

Finishing off this dissertation is a result of concerns of the whole family They are my two elder sisters, two brothers in law and their families Also, I would like

to thank all of the people in the “Upgrading Vietnam-Korea Friendship IT college to university” project who supported me during the doctoral course Finally, I would like to thank all of the members in Vietnam-Korea Friendship IT College for their encouragement I dedicate this dissertation to them

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TABLE OF CONTENTS

ABSTRACT IN ENGLISH x

ABSTRACT IN KOREAN xiii

CHAPTER 1 INTRODUCTION 1

1.1 Background of Study 1

1.2 Idea Generation and Role of Analogical Reasoning 4

1.3 Research Objectives 7

1.4 Research Method 8

1.5 Organization of Study 8

CHAPTER 2 THEORETICAL BASIS 10

2.1 Analogical Reasoning and Its Application 10

2.1.1 Definition of Analogical Reasoning 10

2.1.2 Type of Analogical Reasoning 11

2.1.2.1 Analogical Problem Solving 11

2.1.2.2 Analogical Learning 11

2.1.2.3 Metaphor 12

2.1.3 The Operation of Analogical Reasoning 12

2.1.3.1 Structure Mapping Theory 12

2.1.3.2 Analogical Reasoning Process and Its Components 13

2.1.3.3 Form and Function Analogy in Problem Solving and Innovation 15

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2.2 Brainstorming 20

2.2.1 Definition of Brainstorming 20

2.2.2 Team Structure in Brainstorming 20

CHAPTER 3 RESEARCH MODEL AND HYPOTHESES 26

3.1 Research Model and Research Questions 26

3.1.1 Research Model 26

3.1.2 Research Questions 28

3.2 Hypotheses and Its Implications for Idea Generation 29

CHAPTER 4 RESEARCH DESIGN OF STUDY 1 37

4.1 Subjects and Procedure 37

4.1.1 Subjects 37

4.1.2 Procedure 38

4.1.3 Problem Statement 41

4.2 Measuring Process 42

4.2.1 Measuring Number of Generated Ideas 42

4.2.2 Coding Form or Function Analogy 42

4.2.3 Measuring Creativeness of Ideas 43

4.3 Variables 44

4.3.1 Independent Variables 44

4.3.2 Dependent Variables 45

4.3.3 Mediating Variable 46

4.3.4 Control Variables 46

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4.4 Manipulation Check Measures 46

CHAPTER 5 RESULT OF STUDY 1 47

5.1 Subject Profile Descriptive Analysis 47

5.1.1 By Gender 47

5.1.2 By Age 48

5.2 Manipulation Checks 48

5.3 Reliability Test 50

5.3.1 Subjects’ Sports Knowledge & Emergent Nature Scale 50

5.3.2 Creativeness Scale 51

5.4 Hypothesis Testing 52

5.4.1 Number of Generated Ideas 52

5.4.2 The Creativeness of Ideas 55

5.4.3 The Use of Function Analogy 64

5.4.4 Mediating Role of Function Analogy 65

5.4.5 Predicted Willingness to Pay of Consumer 68

5.5 Discussion of Study 1 70

CHAPTER 6 RESEARCH DESIGN OF STUDY 2 72

6.1 Subjects and Procedure 72

6.1.1 Subjects 72

6.1.2 Procedure 72

6.1.3 Problem Statement 75

6.2 Measuring Process 75

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6.3 Variables 75

6.3.1 Independent Variables 75

6.3.2 Dependent Variables 76

6.3.3 Mediating Variable 76

6.3.4 Control Variables 76

6.4 Manipulation Check Measures 77

CHAPTER 7 RESULT OF STUDY 2 78

7.1 Subject Profile Descriptive Analysis 78

7.1.1 By Gender 78

7.1.2 By Age 79

7.2 Manipulation Checks 79

7.3 Reliability Test 81

7.3.1 Subject’s Sports Knowledge & Emergent Nature Scale 81

7.3.2 Creativeness Scale 81

7.4 Hypothesis Testing 82

7.4.1 Number of Generated Ideas 82

7.4.2 The Creativeness of Ideas 84

7.4.3 The Use of Function Analogy 92

7.4.4 Mediating Role of Function Analogy 94

7.4.5 Predicted Willingness to Pay of Consumer 97

7.5 Discussion of Study 2 99

CHAPTER 8 CONCLUSIONS AND IMPLICATIONS 101

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8.1 General Discussions and Conclusions 102

8.2 Implications 104

8.2.1 Theoretical Implications 104

8.2.2 Managerial Implications 106

8.3 Limitations and Further Research 107

REFERENCES 109

APPENDICES 121

APPENDIX 1 STUDY 1 MATERIAL 122

APPENDIX 2 STUDY 2 MATERIAL 142

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LIST OF TABLES

[Table 2-1] Examples of Source and Target Domains 12

[Table 2-2] The Summary of Analogical Reasoning Research 18

[Table 2-3] The Summary of Studies on Brainstorming Structure 24

[Table 4-1] Summary of Study 1 Conditions 39

[Table 4-2] Creativeness Scale including Willingness to Pay 44

[Table 5-1] Descriptive Statistics by Gender 47

[Table 5-2] Descriptive Statistics by Age 48

[Table 5-3] Cross Tabulation of Brainstorming Structure vs Personal Time 49

[Table 5-4] Cross Tabulation of Access Strategy vs Similar Products 49

[Table 5-5] Reliability Test of Subjects’ Sports Knowledge and Emergent Nature 50 [Table 5-6] Reliability Statistics of Creativeness Scale 51

[Table 5-7] Intra-class Correlation Coefficients of Creativeness Scale 52

[Table 5-8] Tests of Model Effects Result 53

[Table 5-9] Parameter Estimates of Negative Binomial Regression 54

[Table 5-10] ANCOVA Results 56

[Table 5-11] ANOVA Results 57

[Table 5-12] Unstandardized Regression Coefficients 59

[Table 5-13] Cell means of Novelty, Appropriateness, and Willingness to Pay 60

[Table 5-14] Repeated Measures ANOVA Results 61

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[Table 5-15] Contrast of Cell Means 63

[Table 5-16] Regression with the Proportion of Function Analogy 64

[Table 5-17] Contrast of Proportion of Function Analogy 65

[Table 5-18] Set of Regressions to Test of Mediating Effects 67

[Table 5-19] Predicted Willingness to Pay by Condition 69

[Table 5-20] Summary of Hypothesis Tests of Study 1 71

[Table 6-1] Summary of Study 2 Conditions 73

[Table 7-1] Descriptive Statistics by Gender 78

[Table 7-2] Descriptive Statistics by Age 79

[Table 7-3] Cross Tabulation of Brainstorming Structure vs Personal Time 80

[Table 7-4] Cross Tabulation of Examples Given vs Received 80

[Table 7-5] Reliability Test of Subjects’ Sports Knowledge and Emergent Nature 81 [Table 7-6] Reliability Statistics of Creativeness Scale 81

[Table 7-7] Intra-class Correlation Coefficient of Creativeness Scale 82

[Table 7-8] Tests of Model Effects 82

[Table 7-9] Parameter Estimates of Negative Binomial Regression 83

[Table 7-10] ANCOVA Results 85

[Table 7-11] ANOVA Results 86

[Table 7-12] Unstandardized Regression Coefficients 87

[Table 7-13] Cell means of Novelty, Appropriateness, and Willingness to Pay 88

[Table 7-14] Repeated measures ANOVA Results 89

[Table 7-15] Contrast of Cell Means 91

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[Table 7-16] Regressions with Proportion of Function Analogy 93

[Table 7-17] Contrast of Proportion of Function Analogy 94

[Table 7-18] Set of Regressions to Test Mediating Effects 96

[Table 7-19] Predicted Willingness to Pay by Condition 98

[Table 7-20] Summary of Hypothesis Tests of Study 2 100

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LIST OF FIGURES

[Figure 2-1] Analogy in Cognitive Processes 14

[Figure 2-2] Brainstorming Structure for Analogical Reasoning Manipulation 23

[Figure 3-1] Theoretical Research Model 26

[Figure 4-1] Study 1 Design 40

[Figure 4-2] Measuring Process 42

[Figure 5-1] Number of Generated Ideas by Condition 55

[Figure 5-2] Novelty Means by Condition 58

[Figure 6-1] Study 2 Design 74

[Figure 7-1] Number of Generated Ideas by Condition 83

[Figure 7-2] Novelty Means by Condition 86

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ABSTRACT

The Application of Analogical Reasoning in Product Ideation: The Effects of Different Brainstorming Structures and Analogical Reasoning Types

LE PHUOC CUU LONG Department of Marketing Graduate School of Soongsil University

In this research, two experimental studies are conducted to examine analogical reasoning in new product ideation These studies focus on how to use different brainstorming structures (group vs hybrid) in facilitating analogical reasoning in product ideation Also, these studies investigate the use of form or function analogy which has never been empirically studied in new product ideation Thus, the authors present theoretical research model for two studies to examine how brainstorming structure interact the analogical reasoning method The experiments varied the type of brainstorming structure, access strategy (single base vs multiple bases) and prime (no external prime vs external prime) in analogical reasoning and then examine its effects on the novelty, appropriateness including willingness to pay

Consistent with the model and the proposed hypotheses, the findings from two

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studies show that hybrid structure performance is better than group structure in analogical reasoning method The results from Study 1 show that the number and creativeness of ideas produced in multiple base domain are higher than in single base domain The results also indicate that the hybrid structure combined with multiple base domains lead to more the number of ideas and creative ideas produced in ideation task Moreover, the results suggest that hybrid structure combined with multiple base domain will enhance the proportion of function analogy used The findings from Study 2 indicate that the number of ideas in external prime condition is higher than no external prime condition when using the hybrid structure

However, the creativeness of ideas in no external prime condition is higher than

in external prime condition, especially when using the hybrid structure The results show that the hybrid structure and no external prime condition leads the creativeness of ideas including willingness to pay to be higher than other conditions Also, the results show that hybrid structure and no external prime condition will enhance the proportion of function analogy used The examples used

in this study might promote the use of form analogy Both of studies show that percentage of function analogy has positive effects on the creativeness of ideas and willingness to pay Furthermore, the results of two studies also show that the effect

of the interaction between analogical method and brainstorming structure on the creativeness of ideas including the willingness to pay is mediated by the percentage

of function analogy used Finally, the findings from two studies show that the more

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creative product ideas firm have, the more profit firms get Especially, if the willingness to pay is increased by 30%, the profits will increase 300% These findings highlight many important theoretical and practical implications

Keywords: Idea Generation; Analogical reasoning; Form and function Analogy;

Brainstorming structure; Hybrid Structure; Group structure; Access strategy; External prime; Creativeness; Novelty; Appropriateness; Willingness to pay

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국문초록

신제품 아이디어창출에서 유추적 추론의 적용: 브레인스토밍 구조와 유추적 추론 종류에

따른 효과

르쿠푹롱 경영학과 숭실대학교 대학원

본 연구는 “fuzzy front end”의 초기단계에서 유추적 추론 기법을 적용