How Digital Nudges Affect Consideration Set Size and Perceived Cognitive Effort in Idea Convergence of Open Innovation Contests

Abstract

Open innovation initiatives are useful to acquire many ideas, but often face problems when it comes to selecting the best ideas. Idea convergence has been suggested as a first step in idea selection to filter those ideas that are worthy of further consideration. Digital nudges – digital interventions that aim at altering human behavior in a predictable way - could support convergence. However, their effects are largely unknown. This study explores how two digital nudges, selection strategy (inclusion/exclusion) and idea subset similarity (similar/random), affect the convergence outcomes consideration set size and perceived cognitive effort. We conducted a laboratory experiment with 88 students and found that guiding individuals towards an inclusion strategy results in smaller consideration sets and higher perceived cognitive effort. Moreover, presenting individuals with subsets of similar ideas resulted in smaller consideration sets. These insights are relevant for the design and use of digital nudges for convergence in open innovation environments.