Summarize Idea Generation, Creativity, and Prototypicality

Article Summary Name Institution Course Code and Title Instructor Date Article Summary The article' Idea Generation, Creativity and Prototypicality' authored by Oliver Toubia and Oded Netzer and published in 2017, provides insightful features on how big data tools can be used to ensure that ideas are generated, processed and read to help ensure that people adapt creativity. The study is geared towards evaluating how novelty and familiarity feature in idea generation, which are important concepts within creativity. Toubia and Netzer (2017) feature a hypothesis testing research that seeks to identify how creativity has been enhanced by the use of big data tools. The hypothesis ...