A Typology Of Music Consumption Motivations

Abstract

This study explores individual music consumption preferences using the existential-phenomenological paradigm of interpretive research. Holts (1995) typology is employed and modified to develop a motivational framework for music consumption. Within the context of the framework, thirteen basic reasons for consuming music are presented: accounting, auditory stimulation, fantasy, memory trigger, identification, inspiration, professional development, ambiance, discussion topic, event preparation, communing, gaining acceptance, and exerting dominance. Implications for marketing practitioners and future research opportunities for marketing academicians are discussed.

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