Rui (Juliet) Zhu

Rui (Juliet) Zhu

Rui (Juliet) Zhu is a researcher and co-author of the 2012 Journal of Consumer Research paper reporting five experiments on ambient noise and creative cognition.

Who they are

The work of Rui (Juliet) Zhu reaches this site through the paper listed below. The name is tied to Moderate Ambient Noise Effect. Their paper reports: Five experiments: moderate ambient noise (70 decibels) improved creative performance and purchase likelihood for innovative products compared with low noise (50 decibels); high noise (85 decibels) impaired creativity.

Key papers

Mehta, R., Zhu, R. (J.), & Cheema, A. (2012). Is noise always bad? Exploring the effects of ambient noise on creative cognition. Journal of Consumer Research, 39(4), 784-799. What it reports: Five experiments: moderate ambient noise (70 decibels) improved creative performance and purchase likelihood for innovative products compared with low noise (50 decibels); high noise (85 decibels) impaired creativity.

Key ideas

Moderate Ambient Noise Effect: Better creative performance at a moderate background noise level than at a low one, reversing at a high one.

Sources

  1. Mehta, R., Zhu, R. (J.), & Cheema, A. (2012). Is noise always bad? Exploring the effects of ambient noise on creative cognition. Journal of Consumer Research, 39(4), 784-799.