The Effect of Functional Diversity on Team Creativity: Behavioral and fNIRS Evidence

Functional diversity—variation in functional expertise—is a critical management control decision that managers face when designing teams tasked with being creative. We develop theory that predicts that functional diversity has countervailing effects on team creativity through its positive (negative) effect on the uniqueness (usefulness) of the proposals generated. We conduct an experiment where functionally homogenous or heterogenous two-person teams are tasked with proposing a creative use for an unused university space. We measure the uniqueness, usefulness, and overall creativity of team proposals. We also use functional near-infrared spectroscopy (fNIRS) neuroimaging technology to investigate the underlying team cognitive processes. Measured outcomes and fNIRS data support our predictions. Combining conventional experiment and advanced neuroimaging techniques, our study informs theory and practice by providing evidence of how functional diversity affects team creativity.