Hope everyone had a wonderful holiday! I am currently in-hiding from carbs (the cookies were as good as they looked).
For today's newsletter, we're going to be talking about noise. According to a study published in the Journal of Consumer Research, moderate levels of ambient noise can significantly boost creative thinking ability. But why?
- Researchers ran an experiment with a group of undergraduate students at the University of British Columbia to study the effect of background noise on creativity.
- Subjects in this experiment were asked to complete a traditional test of creativity with ambient noise played in the background at three different levels: low (50dB), medium (65dB), and high (80dB).
- The study found that moderate levels of ambient noise (an average coffee shop) are more conducive to creative thought than either low (a hushed library) or high (a packed restaurant) levels of noise.
- Researchers concluded that moderate levels of ambient noise encourage creative thinking by causing subtle distractions which increase the likelihood of higher level abstract processing by making it hard to over-focus on the details.