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 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 Thesis for the Degree of Doctor 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 To approve the submitted thesis for the Degree of Doctor by Le Phuoc Cuu Long Thesis Committee Chair 안승호 (signature) Member 전홍식 (signature) Member 강기두 (signature) Member 김근배 (signature) Member 이성근 (signature) December 2016 Graduate School of Soongsil University ACKNOWLEDGEMENT This dissertation could not be accomplished without the enormous amount of support from many people I would like to express my appreciation to them First, at all, I would like to thank my supervisor, Professor Kunbae Kim for his guidance, tremendous help, full understanding, warm, and encouragement through my doctoral study He has been diligent and creative researcher, good professor, and the excellent mentor Without his advice and support, the dissertation would not have been possible I also own debt to the other marketing department professors including Professor Sungho Ahn, Professor John Hongsik Cheon, and Professor Gidu Kang for many enlightening lectures, useful comments, valuable suggestions, and continuous encouragement during my doctoral course Also, I am grateful to Professor Seong Keun Yi for many useful recommendations and advice to the dissertation I appreciate the time and effort he invested in reading and commenting 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 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 TABLE OF CONTENTS ABSTRACT IN ENGLISH x ABSTRACT IN KOREAN xiii CHAPTER INTRODUCTION 1.1 Background of Study 1.2 Idea Generation and Role of Analogical Reasoning 1.3 Research Objectives 1.4 Research Method 1.5 Organization of Study CHAPTER 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 -i- 2.2 Brainstorming 20 2.2.1 Definition of Brainstorming 20 2.2.2 Team Structure in Brainstorming 20 CHAPTER 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 RESEARCH DESIGN OF STUDY 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 -ii- 4.4 Manipulation Check Measures 46 CHAPTER RESULT OF STUDY 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 70 CHAPTER RESEARCH DESIGN OF STUDY 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 -iii- 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 RESULT OF STUDY 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 99 CHAPTER CONCLUSIONS AND IMPLICATIONS 101 -iv- 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 STUDY MATERIAL 122 APPENDIX STUDY MATERIAL 142 -v- 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 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 -vi- [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 71 [Table 6-1] Summary of Study 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 -vii- [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 100 -viii- 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 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 Design 74 [Figure 7-1] Number of Generated Ideas by Condition 83 [Figure 7-2] Novelty Means by Condition 86 -ix- 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 -x- studies show that hybrid structure performance is better than group structure in analogical reasoning method The results from Study 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 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 -xi- 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 -xii- 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 하는 것에 초점을 맞추었다 신제품 개발과정의 초기단계에 관심을 가진 많은 마케팅 및 경영학 연구자들은 이 단계를 개선하기 위하여 여러 대 안을 제시해왔다 모든 학술적, 상업적인 문헌에 의해 더 혁신적인 제품 개발의 필요성은 널리 알려져 왔으나, 인지과정에 기반한 창의적 신제품 컨셉 창출에 대한 실증연구는 별로 없다 -xiii- 본 연구에서는 신제품개발을 위한 아이디어창출 시, 유추적 추론을 검증하기 위하여 두 가지 실험 연구가 설정되었다 이 연구는 각각의 브 레인스토밍 구조(그룹 vs 하이브리드)가 아이디어창출을 할 때 유추적 추론을 어떻게 하는지에 대하여 알아보고자 한다 또한 신제품에 대한 아이디어창출 영역에서 검증되지 않았던 유형적, 기능적 유추의 사용에 초점을 두었다 저자는 각각의 브레인스토밍 구조가 유추적 추론 시뮬레 이션에 미치는 영향에 대한 연구를 하기 위해 두 가지 이론적 프레임워 크를 제시한다 실험을 통해 브레인스토밍 구조의 종류와 외부 요소의 제시 여부, 유추적 추론 시뮬레이션에서의 접근 전략을 적용하여 아이디 어의 창의성, 적합성 그리고 소비자의 지불 용의에 있어 이의 영향을 살 펴보았다 연구의 결과는 프레임워크, 그리고 제시된 가설과 일관되게, 그룹 구 조에 비해 하이브리드 구조에서 참여자들에게 복합적 도메인 사용을 권 장하는 것이 아이디어의 양을 높이며 더 창의적인 아이디어를 창출함이 밝혀졌다 하이브리드 구조의 참여자들을 외부의 지원 없이 복합적 도메 -xiv- 인 사용을 권장할 때 사용된 기능적 유추의 비율이 더 높은 것으로 밝혀 졌다 또한 기능에 대한 유추의 비율은 아이디어의 창의성과 소비자의 지불 용의에 양의 영향을 미치는 것으로 도출되었다 추가로 기업이 더 많은 창의적 아이디어를 소유할수록 더 높은 매출을 도달할 수 있다는 것을 알 수 있었다 특히 지불 용의가 30% 증가하면, 회사의 이익이 300%로 올라갈 것이다 이러한 결과는 기업과 학계에 학술적, 그리고 실 무적으로 중요한 시사점을 제시할 것이다 주제어: 아이디어 창출, 유추적 추론, 형식적 및 기능적 유추, 하이브 리드 구조, 창의성, 접근 전략, 외부요소, 소비자의 지불의사 -xv- ...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. .. 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... 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