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Contact: Phil Ciciora
University of Illinois at Urbana-Champaign

Ravi Mehta, University of Illinois at Urbana-Champaign

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.

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Related news release: Research: Too much, too little noise turns off consumers, creativity

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