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...

Purpose The purpose of this study is to determine the optimum stimulation levels (OSLs) of cultural tourists within the context of their novelty seeking tendencies and to determine whether their OSLs have a moderating effect on the relationship between their satisfaction and revisit intentions....