Ravi Mehta, University of Illinois at Urbana-Champaign (image) University of Illinois at Urbana-Champaign Share Print E-Mail Caption Ambient background noise turns out to be an important factor affecting creative cognition among consumers, according to research from Ravi Mehta, a professor of business administration at Illinois. Credit Photo courtesy University of Illinois College of Business. Usage Restrictions None Share Print E-Mail Disclaimer: AAAS and EurekAlert! are not responsible for the accuracy of news releases posted to EurekAlert! by contributing institutions or for the use of any information through the EurekAlert system.