Is noise always bad?

Once I thought that silent could be the better solution for developing our creativity. Nothing could be more wrong. Since some years I’m proposing, during my lessons, several hearing situations at very low intensity: overtone singing, noises, high frequencies, ambient music. Sounds good. But not enough. Reading this article on The University of Chicago Press talking about a research (from The Journal of Consumer Research) on this matter, I know I have to change something:

Is noise always bad? Exploring the Effects of Ambient Noise on Creative Cognition

Read here.