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Category: Data

Description: The degree of innovation of the revised marketing flyer was assessed by four raters: two subject matter experts (i.e., marketing experts who are working on the marketing of the actual 20-year. longitudinal study) and two research assistants with a background in psychology. All raters were blind to the experimental conditions and independently rated the outcomes (i.e., flyer) submitted by participants using four items (see Appendix H) adapted from Rosing et al. (2018) on a 5-point scale. These items focus on the product facet of innovation (i.e., the “innovative outputs implemented”) rather than the process facet of innovation (i.e., “behaviors, actions, and cognitive processes that a person (…) engages in when attempting to generate and implement creative ideas”; Hughes et al., 2018, p. 13). Furthermore, this rating scale captures both the creative dimension (“this task outcome is completely novel and does not at all rely on conventional solutions”; “this task outcome is very creative”) and the implementation dimension of innovation (“this task outcome can readily be applied in the ‘real world’”; “this task outcome exceeds the quality standards”). We used a fully crossed rating design (Hallgren, 2012); that is, each of the four raters rated the entire corpus of 395 flyers, which resulted in 16 measurements (4 items × 4 raters) for each flyer.