The Same Old Song: The Power of Familiarity in Music Choice

Marketing Letters, Forthcoming

19 Pages Posted: 19 Apr 2013 Last revised: 7 May 2015

See all articles by Morgan K. Ward

Morgan K. Ward

Southern Methodist University (SMU)

Joseph K. Goodman

Fisher College of Business, The Ohio State University

Julie R. Irwin

University of Texas - McCombs School of Business

Date Written: April 17, 2013

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

Suggested Citation

Ward, Morgan K. and Goodman, Joseph K. and Irwin, Julie R., The Same Old Song: The Power of Familiarity in Music Choice (April 17, 2013). Marketing Letters, Forthcoming, Available at SSRN: https://ssrn.com/abstract=2252860

Morgan K. Ward

Southern Methodist University (SMU) ( email )

6212 Bishop Blvd.
Dallas, TX 75275
United States

Joseph K. Goodman (Contact Author)

Fisher College of Business, The Ohio State University ( email )

Fisher Hall 500
2100 Neil Ave
Columbus, OH 43210
United States

HOME PAGE: http://u.osu.edu/goodman/

Julie R. Irwin

University of Texas - McCombs School of Business ( email )

Business,Government and Society Department
Austin, TX 78712
United States

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