Morgan Ward

The Undying Radio: Familiarity breeds content when it comes to listeners and music

Many music listeners want to perceive themselves as receptive to novel music. But new research says otherwise when it comes to our choices, says Morgan Ward in SMU’s Cox School of Business.

Tension between the novel and the familiar leads to interesting insights for marketers.

The research offers lessons in how actual behavior trumps media portrayals of consumers’ perennial desires for novelty. Continue reading

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