quoted 14 lines Songs That Cause The Brain To 'Itch': UC Professor
> Songs That Cause The Brain To 'Itch': UC Professor
> Investigating Why Certain Tunes Get Stuck In Our Heads
> Date: April 4, 2001 By: Carey Hoffman
>
> Warning! Reading the song titles below this line may be hazardous to your
> sanity:
>
> "It's A Small World After All"
> "We Will Rock You"
> "The Macarena"
> "Whomp - There It Is"
> "The Theme from Gilligan's Island"
>
> What do these disparate works have in common? They were cited by
respondents in
quoted 1 line a study of tunes that get "stuck in your head." Determining why such songs
> a study of tunes that get "stuck in your head." Determining why such songs
have
quoted 2 lines that ability is the goal of James J. Kellaris, an associate professor of
> that ability is the goal of James J. Kellaris, an associate professor of
> marketing in the University of Cincinnati College of Business
Administration.
quoted 3 lines Having songs "stuck in your head" happens to nearly all of us. Ninety-nine
>
> Having songs "stuck in your head" happens to nearly all of us. Ninety-nine
> percent of study respondents said they have experienced the phenomenon.
Almost
quoted 5 lines 50 percent say that it occurs frequently.
> 50 percent say that it occurs frequently.
>
> Kellaris, an expert on the influences of music on consumers, reported
> preliminary results on his work last month at the Society for Consumer
> Psychology's winter conference. He has a sample of 1,000 respondents to
work
quoted 1 line with in analyzing his theory that certain songs create a sort of
> with in analyzing his theory that certain songs create a sort of
"cognitive
quoted 3 lines itch" - the mental equivalent of an itchy back.
> itch" - the mental equivalent of an itchy back.
>
> "It is like the familiar pattern of itching and scratching," Kellaris
says.
quoted 1 line "The only way to 'scratch' a cognitive itch is to rehearse the responsible
> "The only way to 'scratch' a cognitive itch is to rehearse the responsible
tune
quoted 2 lines mentally. The process may start involuntarily, as the brain detects an
> mentally. The process may start involuntarily, as the brain detects an
> incongruity or something 'exceptional' in the musical stimulus. The
ensuing
quoted 1 line mental repetition may exacerbate the 'itch,' such that the mental
> mental repetition may exacerbate the 'itch,' such that the mental
rehearsal
quoted 1 line becomes largely involuntary, and the individual feels trapped in a cycle
> becomes largely involuntary, and the individual feels trapped in a cycle
or
quoted 3 lines feedback loop."
> feedback loop."
>
> Kellaris' research seeks to identify characteristics of music that make
them
quoted 1 line memorable. His preliminary work points in three directions he believes
> memorable. His preliminary work points in three directions he believes
play a
quoted 3 lines role:
> role:
>
> Repetition: One theme song that respondents reported as getting stuck in
their
quoted 1 line heads often was "Mission: Impossible." Kellaris was not surprised. "A
> heads often was "Mission: Impossible." Kellaris was not surprised. "A
repeated
quoted 1 line phrase, motif or sequence might be suggestive of the very act of
> phrase, motif or sequence might be suggestive of the very act of
repetition
quoted 1 line itself, such that the brain echoes the pattern automatically as the
> itself, such that the brain echoes the pattern automatically as the
musical
quoted 3 lines information is processed," he says.
> information is processed," he says.
>
> Musical simplicity: Simpler songs appear more likely to make your brain
itch.
quoted 1 line Anyone who has ever had the misfortune of getting Barney's "I Love You,
> Anyone who has ever had the misfortune of getting Barney's "I Love You,
You
quoted 1 line Love Me" song stuck can attest to that. Generally, children's songs are
> Love Me" song stuck can attest to that. Generally, children's songs are
more
quoted 5 lines prone to getting stuck than classical music, Kellaris says.
> prone to getting stuck than classical music, Kellaris says.
>
> Incongruity: When a song does something unexpected, it can also spark a
> cognitive itch. Examples include the irregular time signatures of Dave
> Brubeck's "Take Five" or the song "America" from West Side Story.
Unpredictable
quoted 1 line melodic patterns or an unexpectedly articulated individual note can have
> melodic patterns or an unexpectedly articulated individual note can have
the
quoted 3 lines same impact.
> same impact.
>
> Kellaris is now taking an in-depth look at the survey data he has
collected. Of
quoted 1 line the 1,000 respondents, the kind of music respondents said they got stuck
> the 1,000 respondents, the kind of music respondents said they got stuck
on
quoted 1 line most recently were songs with lyrics for 73.7 percent, jingles or ads for
> most recently were songs with lyrics for 73.7 percent, jingles or ads for
18.6
quoted 3 lines percent and an instrumental tune for 7.7 percent.
> percent and an instrumental tune for 7.7 percent.
>
> But, there's hope. Respondents also reported on the strategies they use to
try
quoted 2 lines and rid themselves of stuck tunes. Individual responses ranged from direct
> and rid themselves of stuck tunes. Individual responses ranged from direct
> approaches like "trying to get busy doing something else" or "reading out
loud"
quoted 1 line to acts of humorous desperation, such as "trying to give the 'tune
> to acts of humorous desperation, such as "trying to give the 'tune
kooties' to
quoted 3 lines someone else, like (playing) tag, you're it!"
> someone else, like (playing) tag, you're it!"
>
> "This research is expected to provide creative guidelines to advertisers
that
quoted 1 line wish to increase the memorability of their ads," says Kellaris. "It should
> wish to increase the memorability of their ads," says Kellaris. "It should
also
quoted 3 lines yield insights concerning the operation of human memory."
> yield insights concerning the operation of human memory."
>
> http://www.uc.edu/news/kellaris.htm
---------------------------------------------------------------------
To unsubscribe, e-mail: idm-unsubscribe@hyperreal.org
For additional commands, e-mail: idm-help@hyperreal.org