A major challenge in the process of innovation is to generate quality products that are original as well as feasible, because these features are associated with contradictory cognitive thought processes. This study investigated whether opportunities to engage in an idea generation, selection, and subsequent refinement with a simultaneous focus on originality and feasibility would enhance innovation. Experiment 1 examined whether a linear focus or a simultaneous focus on feasibility and originality in the process of first generating ideas and then refining them enhanced the overall quality of ideas. The simultaneous focus resulted in the highest originality and elaboration of ideas. Experiment 2 involved four stages of innovation—generation, selection, and two refinement phases—with a varied order of focus in the two refinement phases. Consistent with a dialectical approach to creativity, an iterative focus on feasibility and originality in the refinement phase was most beneficial in enhancing the quality of the ideas. The extent of idea elaboration played a mediation role in the development of ideas during the refinement phase of innovation.

中文翻译：

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创意过程的顺序对创意质量的影响：同时关注原创性和可行性的好处

创新过程中的一个主要挑战是产生具有原创性和可行性的优质产品，因为这些特征与相互矛盾的认知思维过程相关联。这项研究调查了在同时关注原创性和可行性的同时参与创意产生、选择和后续改进的机会是否会增强创新。实验 1 检查了在首先产生想法然后对其进行改进的过程中，线性关注或同时关注可行性和原创性是否会提高想法的整体质量。同时关注导致了最高的创意和思想的阐述。实验 2 涉及创新的四个阶段——生成、选择和两个细化阶段——两个细化阶段的重点顺序不同。与创造性的辩证方法相一致，在改进阶段反复关注可行性和原创性对提高创意质量最有利。在创新的细化阶段，想法阐述的程度在想法的发展中起到了中介作用。