Understanding the dehumanizing effect generated by repetitive tasks : the role of dehumanization in creativity
2023
Online
Elektronische Ressource
The world is rapidly evolving, with new technologies emerging every day that allow to offer a competitive advantage over others. Because of this, the competition between companies is increasingly fierce, so the differentiation of products and strategies has gradually become a real need. For the marketing area, creativity has been one of the key elements of the breakthrough of ideas, setting new directions, often being associated with the creation of innovative processes and strategies that allow companies to obtain competitive advantages. Since there is little research on how dehumanization affects creativity, this thesis investigates this effect. This document sheds some light on the effect of dehumanization caused by performing repetitive tasks and the effect on creativity. The experiment is carried out in a design between 2 types of tasks (Repetitive versus Non Repetitive). The results show that repetitive tasks do have an influence on dehumanization but there is no moderating effect on the relationship between repetitive tasks and creativity. Theoretical and management implications are provided.
submitted by Maria Fernanda Flores y Lopez
Masterarbeit Universität Innsbruck 2023
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Understanding the dehumanizing effect generated by repetitive tasks : the role of dehumanization in creativity
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Veröffentlichung: | 2023 |
Medientyp: | Elektronische Ressource |
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