The same old song: The power of familiarity in music choice
First Online: 29 May 2013 DOI:
Cite this article as: Ward, M.K., Goodman, J.K. & Irwin, J.R. Mark Lett (2014) 25: 1. doi:10.1007/s11002-013-9238-1 Abstract
Does "familiarity breed contempt" or is "to know you is to love you"? In this research, we explore the role of familiarity in music choice. We show that although consumers say they would prefer to listen to unfamiliar music, in actuality familiarity with music positively predicts preference for songs, play lists, and radio stations. Familiarity with music is at least as good, if not a better, predictor of choice as are liking, satiation (which actually positively predicts choice), and regret. We suggest that the need for familiarity is driven by consumers' low need for stimulation in the music domain, and show that when the need for stimulation decreases, the power of familiarity significantly increases. In addition to their theoretical contribution, these results are informative for music managers determining playlists, for the promotion of music events and products, and for advertisers selecting the most potentially lucrative music venues.
Keywords Familiarity Mere exposure Optimum stimulation level Music Song
Each author contributed equally to this work. The authors wish to thank Rebecca Naylor, Leonardo Nicolao, Roger Kerin, and the entire Irwin Lab for the help on this research.
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