I´ve always loved working from cafés, and after
reading this article from Science Daily, I now know it also improves the result of my thinking. Super
background noise enhances creativity and makes consumers more likely to buy new
and innovative products, according to a new study in the Journal of
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."
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.
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.
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.
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.