Abstract
In order to generate novel ideas, it is necessary to find obscure features in objects. We propose commonality search as a way to find obscure features between apparently unrelated objects. We carried out two experiments to examine the effectiveness of this method. In Experiment 1, we investigated the effects of commonality search on evoking original perspectives. Twenty undergraduates were asked to rate the degree of relatedness within 18 pairs of objects: 9 related (e.g., a strawberry and a melon) and 9 unrelated pairs (e.g., a banana and a motor bike). They were then asked to list commonalities between the paired objects. Three independent raters scored commonalities in terms of validity, originality, and attractiveness. The results revealed that the unrelated pairs evoked commonalities with higher originality and attractiveness scores. In Experiment 2, we investigated how commonalities were discovered using a protocol analysis. Twenty-one participants were asked to think aloud while listing commonalities. Two independent raters scored commonalities in the same way as Experiment 1. The effects of relatedness between objects on perspectives was replicated. The results also showed that the participants discovered more original commonalities through the adaptation strategy. We conclude that commonality search between unrelated objects evokes original perspectives and the adaptation strategy is effective in evoking more original perspectives.
