The Effect of Novelty and Usefulness on Creative Idea Adoption: An S‐Shaped Relationships

Informed by the prospect theory, we investigated how perceptions of creative idea attributes, novelty versus usefulness, relate to the likelihood that those ideas will be adopted by using multi‐source and multi‐wave data. The findings indicate a positive association between usefulness and idea adoption, and an S‐shaped association between novelty and idea adoption. Moreover, there is a linear positive relationship between novelty and adoption when usefulness is low; however, novelty is unrelated to idea adoption when usefulness is high. We discuss implications for research and practice, note limitations such as potential nested data issues and range restriction, and propose future research directions.