Moderate background noise enhances creativity and makes consumers more likely to buy new and innovative products.. “A moderate level of noise enhances creativity compared to both low and high levels of noise,”
“Moderate background noise induces distraction which encourages individuals to think at a higher, abstract level, and consequently exhibit higher creativity.”
“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,”
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.
“A moderate level of noise not only enhances creativity but also leads to greater adoption of innovative products.”