OUP user menu

Editors

Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

3.187
5.292
18 out of 120

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

Ravi Mehta, Rui (Juliet) Zhu, Amar Cheema
DOI: http://dx.doi.org/10.1086/665048 784-799 First published online: 1 December 2012

Abstract

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.

View Full Text

Sign in

Log in through your institution

Sign in as a personal subscriber

Log in through your institution

Purchase a personal subscription