Ward, Morgan; Goodman, Joseph; Irwin, Julie - In: Marketing Letters 25 (2014) 1, pp. 1-11
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...