The same old song: The power of familiarity in music choice
- 1.2k Downloads
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.
KeywordsFamiliarity Mere exposure Optimum stimulation level Music Song
- Arbitron (2007). Radio today: how America listens to radio. www.arbitron.com/study/grt.asp. Accessed 27 Jul 2010.
- Arbitron (2008). The Arbitron diary service. www.arbitron.com/diary/home.htm. Accessed 27 Jul 2010.
- Berlyne, D. E. (1971). Aesthetics and psychobiology. New York: Appleton-Century-Crofts.Google Scholar
- Berryman, J. C. (1984). Interest and liking: further sequential effects. Current Psychological Research and Reviews, 3, 39–42.Google Scholar
- Campbell, C. (1992). The desire for the new: its nature and social location as presented in theories of fashion and modern consumerism. In R. Silverstone & E. Hirsch (Eds.), Consuming technologies: media and information in domestic spaces. London: Routledge.Google Scholar
- Dotinga, R. (2005). Radio industry hits shuffle. Wired Magazine. http://www.wired.com/entertainment/music/news/2005/06/67727. Accessed 27 Jul 27 2010.
- eMarketer (2010). http://www.emarketer.com/. Accessed 19 Oct 2010.
- Edison Research (2006). Follow-up Edison media research study on 12–24 radio listening shows sharp decreases in TSL and usage. http://www.edisonresearch.com/home/archives/2006/09/followup_edison.php. Accessed 27 Jul 2010.
- Ferraro, R., Bettman, J. R., & Chartrand, T. L. (2009), The power of strangers: the effect of incidental consumer brand encounters on brand choice. Journal of Consumer Research, 35(5), 729–741.Google Scholar
- Fiske, D. W., & Maddi, S. R. (1961). Functions of varied experience. Homewood: Dorsey.Google Scholar
- Goodman, J. K., Cryder, C. E., & Cheema, A. (forthcoming). Data collection in a flat world: the strengths and weaknesses of Mechanical Turk samples. Journal of Behavioral Decision Making.Google Scholar
- Little, J. (2010, February 5). Senior Consultant, Troy Research, InterviewGoogle Scholar
- Maddi, S. R. (1968). The pursuit of consistency and variety. In R. P. Abelson et al. (Eds.), Theories of cognitive consistency. Chicago: Rand McNally.Google Scholar
- Radio Advertising Bureau (2009). http://www.rab.com/public/pr/yearly.cfm. Accessed 27 Jul 2 2010.
- Read, D., & Loewenstein, G. (1995). The diversification bias: explaining the difference between prospective and real-time taste for variety. Journal of Experimental Psychology: Applied, 1, 34–49.Google Scholar