The Way the Wind Blows: How Direction of Airflow Influences Creativity

The present research introduces an understudied environmental factor—airflow—and investigates the impact that the direction of airflow can have on psychological energy and consumer creativity. With a set of five experiments, we demonstrate that facing upwind (vs. downwind or no wind) enhances people’s creativity by amplifying their psychological energy.


Anoosha Izadi, Melanie Rudd, and Vanessa Patrick (2017) ,"The Way the Wind Blows: How Direction of Airflow Influences Creativity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 175-180.


Anoosha Izadi, University of Houston, USA
Melanie Rudd, University of Houston, USA
Vanessa Patrick, University of Houston, USA


NA - Advances in Consumer Research Volume 45 | 2017

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