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1475 words, “By using the bandwagon effect, Spotify could cause users personal
preference in music to be influenced”
Music emotes, reminds, amazes, and it can even connect people to other people, it can
provide a sense of validation; music stimulates every bit of our brain. Every day, music plays
an important and a big role in everyday life. We as humans grow up with music and learn to
understand it earlier than any spoken language (E. Scherder, 2021.). Focused from an
approach from our society, music is considered an important tool in social actions (P.J.
Martin, 1995). People are influenced by the latest music trends, listen to certain genres of
music and will change their music taste several times or let it depend on others.
Through the music we hear everyday, we are also exposed to different stimuli in our brain
through the music we hear. This music, influences us in different ways. Music has also long
been considered an efficient and effective means of inducing various moods (Bruner, 1990).
One of the ways music is used in marketing is to influence the behavior of consumers in
retail stores. It influences their desire to participate in buyer and seller interactions and
proceed to their final purchase (Milliman, 1982, Milliman, 1986; Yalchand Spangenberg,
1990).
As already mentioned earlier, music plays an important role in our daily lives. Music makes
you wonder, amaze, emotion, remember, plays a role in making choices and it even
connects you with others. Especially on a social level; music connects you with others. Music
is central to and in our cultural life and is therefore often seen as something central to social
life, it can be a discussion point, a conversation starter or even a reason to go to social
events. There are various music genre related events, where people with that music
preference also usually go to; from technological music festivals to country music concerts.
They all have different subcultures and are connected through their personal music
preference.
Also, the bandwagon effect also plays a big role in connecting people to music. The
bandwagon effect is a psychological phenomenon in which people do something primarily
because other people do it as well, regardless of their own beliefs, which they may ignore or
override. According to F. Bagagiolo et al. (2000), the bandwagon effect consists, on the one
hand, of all people striving to align their opinions with the prevailing opinion of others; the
opinion shared by the majority. On the other hand, it has been shown that each person only
deals with those whose opinion is not too far from his own. Everyone seeks validation. This
psychological effect comes from a diverse set of sociological factors; people like to belong to
the winning team and like to give their social identity to this, including with music
(thedecisionlab.com, z.d.).
The origin of the expression of the bandwagon effect comes from the use of a "bandwagon,"
which is a parade car, used in a parade that encourages people to jump on board and enjoy
the music being played. The contagious effect of music and celebration ensures that large
numbers of people will jump on board. This principle was used in political campaigns
beginning in the 19th century (R.L. Hensel, 1987) to link candidates to the concept of having
fun and to point out those who were not on the wagon as missed opportunities.
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