Creativity Through Cognitive Fit: Theory and Preliminary Evidence in a Business Model Idea Generation Context
نویسندگان
چکیده
There are two major types of problems: routine problems and creative problems. Extant research has established the validity of cognitive fit theory for routine problems. However, its validity for creative problems has been left unaddressed. To advance cognitive fit theory to a (more) general theory of problem solving, we extend its original formulation to creative problems. We illustrate our extension through a contextualization to a specific creative problem, business model idea generation with the Business Model Canvas, and provide preliminary experimental evidence for our propositions. Thereby, we contribute to advancing the theory of cognitive fit, and provide a first step towards theoryguided design of modeling languages for business models.
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