The Impact of Scenarios on the Performance of Entrepreneurial Imaginativeness: Evidence From an Experiment

Abstract

With the advent of the era of artificial intelligence, “scenario” frequently appears in new product development and has gradually become an effective tool for analyzing user needs. However, the reasons for this phenomenon have not been explored in depth. New product development is a creative activity that requires product designers to imagine how people will live in the near future. So, we speculated that a familiar scenario that matches designers’ background (including knowledge, expertise, and experience) can spark their entrepreneurial imaginativeness by empathic simulation and conducted an experiment to research the impact of scenarios on the performance of entrepreneurial imaginativeness. Results of this study confirmed that a familiar scenario did indeed inspire entrepreneurial imaginativeness more than an unfamiliar scenario, especially for high entrepreneurial imaginativeness. This study provided a new respective for understanding the relationship between the empathy process and entrepreneurial opportunity recognition and evaluation processes and had practical implications for entrepreneurial practice, especially those that make human life better based on new digital technologies. Finally, we gave some suggestions on enhancing individuals’ entrepreneurial imaginativeness through different familiar scenarios and improving the team performance on creative tasks.