The only time you hear it running is when it is on high and the only time it's on high is when the air quality is bad. I have two cats and when they scratch themselves you can see fine hair come off of them. The air purifier clears the air pretty fast. I'm very happy with this purchase.
My loft is about 550 sq ft in the middle of a busy downtown. This purifier made a motiveless difference in the smell of my place. It's amazingly quiet, even at its highest setting. And it's a comfort to know that the air quality is constantly being monitored and adjusted, even throughout the night.
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