The Influence of Ambient Noise on Creative Cognition and Behavior

Ravi Mehta, University of British Columbia, Canada
Rui (Juliet) Zhu, University of British Columbia, Canada
Amar Cheema, University of Virginia, USA
Across four studies, we study the effect of moderate versus low levels of ambient noise (70 dB versus 50 dB) on creative performance. We demonstrate that constraining noise to be moderate (versus low) induces processing difficulty and greater abstract processing, which then leads to heightened creativity.
[ to cite ]:
Ravi Mehta, Rui (Juliet) Zhu, and Amar Cheema (2011) ,"The Influence of Ambient Noise on Creative Cognition and Behavior", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.