Is Noise Always Bad? Exploring the Effects of Ambient Noise on Creative Cognition

  title={Is Noise Always Bad? Exploring the Effects of Ambient Noise on Creative Cognition},
  author={R. Mehta and Rui Zhu and Amar Cheema},
  journal={Journal of Consumer Research},
This paper examines how ambient noise, an important environmental variable, can affect creativity. Results from five experiments demonstrate that a moderate (70 dB) versus low (50 dB) level of ambient noise enhances performance on creative tasks and increases the buying likelihood of innovative products. A high level of noise (85 dB), on the other hand, hurts creativity. Process measures reveal that a moderate (vs. low) level of noise increases processing difficulty, inducing a higher construal… Expand

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