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Study: Background noise inspires innovative purchases

June 26, 2012

A new study shows that moderate background noise may inspire consumers to buy more innovative products.

"A moderate level of noise enhances creativity compared to both low and high levels of noise," according the study published in the Journal of Consumer Research. "Moderate background noise induces distraction which encourages individuals to think at a higher, abstract level, and consequently exhibit higher creativity."

The authors, according to a story in sciencedaily.com, created a noise environment similar to a noisy mall and then tested people's creativity at different levels of background noise. When asked to come up with new ideas or list uncommon uses for a common object, consumers were most creative when the noise was moderate compared to lower or higher noise conditions.

They also found that shoppers felt more creative, which inspired them to buy innovative products over traditional ones when there was a moderate level of background noise. For example, consumers were more likely to choose a pair of running shoes with new and innovative features over a standard pair.

Read more about consumer behavior.