Death by 1000 ‘true fans’: Do marketing laws apply to music listening?

The advice to musicians and marketers is to focus on what they love: a truism for practitioners is to find 1000 ‘true fans’ and make $100 from each of them (Kelly, 2008. 1000 True fans. The Technium). If this advice is correct, we should see musicians with loyal user bases engaging more with their favourite artists and less with other music, suggesting a narrow targeting strategy would suffice. On the other hand, the established marketing laws indicate that the listeners of very different genres should overlap more than conventional wisdom would suggest, supporting the need for a much broader approach to targeting potential audiences. Given these conflicting views, musicians need to know if they should market to their existing listeners, the listeners of music similar to theirs (i.e., the same genre), or if they should try to reach a much wider audience. We turn to established choice patterns from the marketing literature to address these questions in the music context. This study examines 84,000,000 observations of music listening from 27,000 unique global users between 2013 and 2014 and survey data from 2019 containing music listening from over 1000 representative respondents in the United States. The results show that listening follows the Duplication of Purchase law for genres, artists, albums, and songs, at an annual, 6-months, 3-months, 1-month, and 1-week period, with no indication of partitioned music listening. The implication is that musicians should try to reach all potential listeners, regardless of what they already listen to. These findings contribute to the theoretical knowledge about duplication analyses of various durations, extend the contexts of choice behaviour that exhibit this pattern, and managerially, to knowledge about the extent of potential audiences and ‘share of ear’ competition.     

An evaluation of the convergent validity of a face-to-face and virtual neuropsychological assessment counter balanced

The COVID-19 pandemic has highlighted the need for further research evaluating the validity of conducting a battery of neuropsychological assessments virtually compared with face-to-face administration. Previous research has suggested that some neuropsychological assessments yield valid results when administered virtually, however, much of the previous research focused on older adults. To determine the validity of virtually administered neuropsychological tests, 28 healthy participants were assessed using a within-subjects, counter-balanced design. Participants completed a neuropsychological assessment battery covering tests of general intellectual functioning, memory and attention, executive functioning, language and information processing speed, as well as effort. There was no significant difference between face-to-face administration of the neuropsychological battery compared with virtual administration for the majority of the tests used. However, there were significant differences in the Colour Naming Task, with participants making fewer errors on the colour naming task and inhibition/switching task when administered virtually compared with face-to-face administration. There was also a significant age cohort effect in the inhibition/switching task. There was also a trending significant difference in mode of administration for the Verbal Fluency Task. Virtually administered neuropsychological assessments largely provide a valid alternative to face-to-face assessments; however, consideration must be given to test selection as well as the population of participants that are being assessed. Other important considerations must focus on preserving the security and integrity of test materials, as well as administration in a medico-legal setting. Future research should focus on validating assessments with specific patient populations and developing a neuropsychological assessment battery using information technology.     

Grid vs subcutaneously delivered shock in escape schedules with guinea pigs

Guinea pigs were trained by use of titrated negative-reinforcement procedures to escape electric shock on ratio schedules. With one group of Ss, shock was delivered through the grid floor of the chamber. Another group had electrodes implanted subcutaneously, closing a circuit between the back of the neck and near the tail bone. The subcutaneous group was also run with grid-shock escape. Results indicate that grid-delivered shock is more effective and efficient than is shock delivered through implanted electrodes.     

A titration procedure for generating escape behavior

In a grid-shock escape paradigm using time-out as reinforcement, both fixed-ratio and variable-interval performances were established directly from a continuous reinforcement schedule with rats and guinea pigs. A procedure was developed that employed a stepwise decrease in reinforcement time for all responses except the terminal response. Acquisition and long-term maintenance data were obtained from Ss trained on this titrated negative-reinforcement procedure.     

A CONTRADICTED HYPOTHESIS RELATED TO SZONDI'S THEORY: The Szondi Test as used on alcoholics

R amfalk , C. W., and R udhe , L. A contradicted hypothesis related to Szondi's theory. The Szondi Test as used on alcoholics. Scand. J. Psychol ., 1961, 2 , 100–104.—(1) The Szondi test was applied to 18 alcoholics, 18 total abstainers, and 18 'normals'. (2) According to the definition of consistency proposed in this study there is no consistent relation at the 1 per cent level of significance between any two selections of photographs made by alcoholics. (3) The results contradict theoretical claims based on Szondi's technique.