We seek to understand why - even if many organizations strive for radical or disruptive new ideas - many fall short of their goals. We propose that a primary reason for this failure is rooted in the individuals responsible for innovation: while they seek novel ideas, they prefer familiar ones. We present two field studies and one laboratory study that show individuals evaluate an idea more favorably when they are more familiar with the idea (e.g., they have seen it before). The new paper is online here !

Read more about Dr. Anne Greul and Prof. Dr. Christina Raasch