【缺乏创造力,是因为你还没喝够!】

【缺乏创造力,是因为你还没喝够!】伊利诺伊大学芝加哥分校的教授最近总结了一个规律:当一个人的人体酒精含量达到0.075%的时候,最富有创造力。这个被称为创造力顶点,会激发人在面对问题时候的创造力。但是一旦过了这个临界点,效果则往相反方向发展。据此,荷兰一家公司已制作出了一款“问题解决者”的啤酒,根据体重把握喝酒的量。

Marketing agency CP+B Copenhagen worked with Rocket Brewing to engineer a beer that claims to enable the average person to reach the desired 0.075%.

While beer goggles often end in bad decisions, researchers have found that just enough alcohol can boost creativity.

One enterprising Danish firm has now created a beer to boost creativity - and even a bottle that ensures you drink the perfect amount.

Called the Problem Solver, it comes with a scale so you can drink the perfect 'goldilocks' amount based on your weight.

University of Illinois at Chicago professor Jennifer Wiley recently concluded that the average man produces his most creative thinking with an alcohol level of 0.075%.

Known as the creative peak, it's considered the ideal state for problem solving, inventing and generally coming up with great ideas.

Marketing agency CP+B Copenhagen worked with Rocket Brewing to engineer a beer that claims to enable the average person to reach the desired 0.075%.

The craft IPA has a bottle indicator showing body weights, so the average man can get just the right amount.

'The Problem Solver is a handcrafted Indian Pale Ale brewed to tickle taste buds and brain cells,' the firm says.

'It has a refined bitterness with a refreshing finish. 

'The indicator on the bottle makes is easy to find your creative peak.'

However, it does warn the approach does have its pitfalls.  

'Enjoying the right amount will enhance your creative thinking,' the firm says.

'Drinking more will probably do exactly the opposite.' 

CP+B Copenhagen managing director Mathias Birkvad told Fastco the idea came about when they came across Wily's research. 

'We have often experienced that the best creative ideas, that we have come up with, are not necessarily done within the agency walls, but often at after-hours social gatherings at our local pub,' says Birkvad. 

'As an agency we believe that creative thinking can solve any problem. So why not take the idea a step further and use the beer to do something good?'

The Problem Solver is being served during after-hours workshops at the agency, at a local Copenhagen beer store and at a new initiative called 'The Problem Solvers' in which community and charity groups are invited to the agency to brainstorm ideas over—you guessed it—a beer.

http://www.dailymail.co.uk/sciencetech/article-2884033/Can-beer-make-creative-Researchers-create-problem-solver-people-just-drunk-boost-creativity.html


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