Mehta, Ravi; Rui (Juliet) Zhu; Cheema, Amar - In: Journal of Consumer Research 39 (2012) 4, pp. 784-784
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...