TY - JOUR
AU - Cheema, Amar
AB - 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 level and thus promoting abstract processing, which subsequently leads to higher creativity. A high level of noise, however, reduces the extent of information processing and thus impairs creativity.
TI - Is Noise Always Bad? Exploring the Effects of Ambient Noise on Creative Cognition
JF - Journal of Consumer Research
DO - 10.1086/665048
DA - 2012-12-01
UR - https://www.deepdyve.com/lp/oxford-university-press/is-noise-always-bad-exploring-the-effects-of-ambient-noise-on-creative-C0EnlCTLnD
SP - 784
EP - 799
VL - 39
IS - 4
DP - DeepDyve
ER -