"A moderate level of noise enhances creativity compared to both low and high levels of noise," write authors Ravi Mehta (University of Illinois Urbana-Champaign), Ryu (Juliet) Zhu (University of British Columbia), and Amar Cheema (University of Virginia). "Moderate background noise induces distraction which encourages individuals to think at a higher, abstract level, and consequently exhibit higher creativity."
The authors created a noise environment similar to that of a roadside diner or a noisy mall and tested people's creativity at different levels of background noise. When asked to come up with ideas for a new type of mattress or list uncommon uses for a common object, consumers were most creative when the background noise was moderate compared to lower or higher noise conditions.
"For individuals looking for creative solutions to daily problems, instead of burying oneself in a quiet room trying to figure out a solution, walking out of one's comfort zone and getting into a relatively noisy environment (such as a café) may trigger the brain to think abstractly, and thus generate creative ideas," write the authors.
The authors also found that consumers were more likely to choose an innovative product over a traditional one when there was a moderate level of background noise. For example, consumers were much more likely to choose a pair of running shoes with new and innovative features over a standard pair at this optimal level of background noise.
"A moderate level of noise not only enhances creativity but also leads to greater adoption of innovative products. In order to encourage adoption of new and innovative products, companies might consider equipping their showrooms with a moderate level of ambient noise," the authors conclude.
Ravi Mehta, Rui (Juliet) Zhu, and Amar Cheema. "Is Noise Always Bad? Exploring the Effects of Ambient Noise on Creative Cognition."
Mary-Ann Twist | EurekAlert!
How to design city streets more fairly
18.05.2020 | Mercator Research Institute on Global Commons and Climate Change (MCC) gGmbH
Insects: Largest study to date confirms declines on land, but finds recoveries in freshwater – Highly variable trends
24.04.2020 | Deutsches Zentrum für integrative Biodiversitätsforschung (iDiv) Halle-Jena-Leipzig
In living cells, enzymes drive biochemical metabolic processes enabling reactions to take place efficiently. It is this very ability which allows them to be used as catalysts in biotechnology, for example to create chemical products such as pharmaceutics. Researchers now identified an enzyme that, when illuminated with blue light, becomes catalytically active and initiates a reaction that was previously unknown in enzymatics. The study was published in "Nature Communications".
Enzymes: they are the central drivers for biochemical metabolic processes in every living cell, enabling reactions to take place efficiently. It is this very...
Early detection of tumors is extremely important in treating cancer. A new technique developed by researchers at the University of California, Davis offers a significant advance in using magnetic resonance imaging to pick out even very small tumors from normal tissue. The work is published May 25 in the journal Nature Nanotechnology.
researchers at the University of California, Davis offers a significant advance in using magnetic resonance imaging to pick out even very small tumors from...
Microelectronics as a key technology enables numerous innovations in the field of intelligent medical technology. The Fraunhofer Institute for Biomedical Engineering IBMT coordinates the BMBF cooperative project "I-call" realizing the first electronic system for ultrasound-based, safe and interference-resistant data transmission between implants in the human body.
When microelectronic systems are used for medical applications, they have to meet high requirements in terms of biocompatibility, reliability, energy...
Thomas Heine, Professor of Theoretical Chemistry at TU Dresden, together with his team, first predicted a topological 2D polymer in 2019. Only one year later, an international team led by Italian researchers was able to synthesize these materials and experimentally prove their topological properties. For the renowned journal Nature Materials, this was the occasion to invite Thomas Heine to a News and Views article, which was published this week. Under the title "Making 2D Topological Polymers a reality" Prof. Heine describes how his theory became a reality.
Ultrathin materials are extremely interesting as building blocks for next generation nano electronic devices, as it is much easier to make circuits and other...
Scientists took a leukocyte as the blueprint and developed a microrobot that has the size, shape and moving capabilities of a white blood cell. Simulating a blood vessel in a laboratory setting, they succeeded in magnetically navigating the ball-shaped microroller through this dynamic and dense environment. The drug-delivery vehicle withstood the simulated blood flow, pushing the developments in targeted drug delivery a step further: inside the body, there is no better access route to all tissues and organs than the circulatory system. A robot that could actually travel through this finely woven web would revolutionize the minimally-invasive treatment of illnesses.
A team of scientists from the Max Planck Institute for Intelligent Systems (MPI-IS) in Stuttgart invented a tiny microrobot that resembles a white blood cell...
19.05.2020 | Event News
07.04.2020 | Event News
06.04.2020 | Event News
29.05.2020 | Materials Sciences
29.05.2020 | Materials Sciences
29.05.2020 | Power and Electrical Engineering