The rise of GenAI and crowdsourcing contests has significantly increased the volume of novel ideas for organizations. While this expansion is advantageous, it creates challenges in selecting which ideas to pursue in innovation processes. The organizational context, particularly decision-making structures, plays a crucial role in shaping idea selection. This study examines how (1) decision-making stages, (2) roles differentiated by responsibility, and (3) time pressure influence both idea evaluation and selection. Using construal level theory and dual-process models, we employed an experimental design involving 400 innovation managers from Forbes 2000 companies to evaluate and select crowd-generated ideas. Our findings reveal that decision stage, role, and time pressure significantly impact idea evaluation and selection. In pre-selection, decision-makers with low responsibility prioritize novelty when given unlimited time, while those with high responsibility emphasize novelty only under time pressure. In final selection, the market potential of ideas becomes more important. Seekers under time pressure focus more on market potential, while selectors emphasize it when given unlimited time. These results demonstrate how time pressure and role influence the factors decision-makers prioritize at different stages of the selection process. Theoretically, we contribute to the literature on idea evaluation and selection and extend construal level theory by integrating time pressure as a limiting cognitive factor.
