Pinar Yildirim, Marketing, The Wharton School; Ruben Durante, National University of Singapore (NUS)
Abstract: This project seeks to bridge this gap by investigating how circumstances that shape different facets of people’s identity affect their music consumption choices. These experiences may affect multiple dimensions of music consumption. The likelihood, frequency, time spent listening to music, likelihood of subscribing to a paid music account. For example, do people turn more to music during hard times? What type of music do they tune in to? Does music help people cope with these challenges?