I Want It Even Though I Do Not Like It: Preference For Familiar But Less Liked Music

Morgan Ward, University of Texas
Joseph Goodman, University of Texas
Julie Irwin, University of Texas

Despite voiced frustration by listeners, radio stations repetitively play the same songs. Investigating this phenomenon, we find that people prefer to listen to songs with which they are familiar, above and beyond whether they like the song. This finding translates to radio station choice where we find that people choose stations playing familiar songs over songs that they expect to like. This finding holds for movies as well: people choose movies with familiar actors over movies with actors they like, perhaps explaining the Tom Cruise Continued Success Paradigm. The studies demonstrate that mere exposure affects choice independent of preference.

[ to cite ]:
Morgan Ward, Joseph Goodman, and Julie Irwin (2006) ,"I Want It Even Though I Do Not Like It: Preference For Familiar But Less Liked Music", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 266-266.