Modeling cognitive interactions during group brainstorming

Despite laboratory evidence that group brainstormers produce fewer ideas than individual brainstormers, brainstorming groups remain popular in business and industry. Here the authors present a model of the cognitive factors involved in group idea generation. Simulations suggest that group interaction should be beneficial when one group member primes another into thinking of ideas they would not have considered alone, at least not in the context of the task at hand Many concepts relevant to group cognition can be defined within the model framework (stochastic transition matrices) including fluency, flexibility, category accessibility, convergent/divergent thinking, attention to partners, and the relationship between the knowledge structures of the brainstorming participants. Attention plays a crucial role in the model, linking together individuals in a brainstorming group. Simulations also suggest that convergent group behavior may be the result of cognitive factors in addition to the social factors outlined by a number of researchers.