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Most research has shown that these rules of brainstorming tend to improve group performance relative to a control group given no specific rules. The main reasons for this improvement are believed to lie in their ability to combat, problems such as social loafing and evaluation apprehension. The rule "Not to criticize", for example, is believed to lower people's concerns about how they are being evaluated. In contrast to such literature, there is some theoretical reasons and recent evidence to suggest that these rules and, in particular, the rule "Not to criticize" may actually inhibit creativity.
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