Airflow and Creativity (12-10-19)

IIzadi and colleagues learned that creativity is influenced by whether we’re facing into or away from the current of air movement in a room. The researchers, conducting research in laboratories and in the field, found that “frontal airflow (air blowing on the front of the body) boosts energetic activation and fuels enhanced performance on creative tasks, compared to dorsal airflow (air blowing on the back of the body).”  An important study detail: creative engagement was “operationalized . . . as improved performance on creative tasks.”  

Anoosha Izadi, Melanie Rudd, and Vanessa Patrick.  “The Way the Wind Blows:  Direction of Airflow Energizes Consumers and Fuels Creative Engagement.”  Journal of Retailing, in press,