Do we zoom creativity out of us?

Brucks and Levav investigated creativity during Zoom-type sessions. They found via a lab study (involving participants worldwide) and a field study that “videoconferencing inhibits the production of creative ideas. By contrast, when it comes to selecting which idea to pursue, we find no evidence that videoconferencing groups are less effective . . . than in-person groups. . . . we find that our effects are driven by differences in the physical nature of videoconferencing and in-person interactions. . . .…

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