Melanie Brucks
PhD Student, Marketing
Melanie Brucks
Research Statement
I'm broadly interested in creativity and innovation. Specifically, I study the process of generating innovative ideas and the cognitive and behavioral consequences of technological innovations. For example, in my dissertation, I explore how ideation activities—such as consumer idea generation contests and team ideation—should be structured by identifying how instructions and technology shape the cognitive process of ideation. My findings help marketers better design ideation activities to maximize productivity and fuel innovation.