Counterintuitive Fall 2024

The Comfort of the Familiar:
We Prefer What We Know in Music

Although people say they look for new music, people actually prefer music that is familiar to them. In today’s world, discovering new music is easier than ever. Streaming platforms offer instant access to millions of songs across all genres. Due to the fact that more music is rapidly becoming popular and available to new audiences, a search has begun for new and exciting music that is often seen as exciting at first, with people eager to discover new genres, artists, and sounds. Yet, despite the overwhelming availability of new music, many people gravitate toward the familiar. While we often claim we are on the hunt for fresh sounds, our preferences reveal that we’re more likely to return to songs and artists we already know. This tendency underscores a deep-seated psychological and biological preference for familiarity.

The concept of always being on the hunt for new music is a modern one, brought about by advancements in media and technology. In the past, music discovery required much more work. People would attend concerts, buy albums, or hear music through radio or word-of-mouth. Now, however, streaming services allow us to explore music from around the globe with just a few taps or clicks. This has led to a belief that people are more open to experimenting with new genres and artists than ever before. And yet, when we examine how we engage with music on a deeper level, it becomes clear that people are often drawn to what they know best, despite their outward desire to explore.

Familiarity, the psychological principle that we tend to prefer things we are exposed to repeatedly, influences much of our behavior and decision-making. The National Library of Medicine explains this phenomenon through what’s called the mere exposure effect, which states that, “repeatedly presented stimuli are effectively evaluated more positively than novel stimuli.” In other words, the more we hear a song or artist, the more we tend to like it. This explains why, over time, songs that we hear frequently, whether on the radio, in movies, or at social gatherings, become favorites. Our brains process these familiar tunes more efficiently, creating positive associations that make us more likely to seek them out again.

The human tendency to prefer the familiar is also rooted in how our brains process music. Studies show the differences in neural responses to familiar and unfamiliar music. In a study conducted by Scientific Reports, it was found that the brain shows a more immediate and positive response to familiar music, as opposed to music that is unfamiliar. This quick response is linked to the brain’s reward system, which processes pleasurable stimuli more efficiently when it is familiar. In contrast, unfamiliar music may not trigger the same pleasure centers in the brain, as it is perceived as more unpredictable and harder to process. This increased cognitive effort can sometimes feel unsettling or even frustrating. The experience of hearing something new might be interesting at first, but if it requires too much mental work, we may quickly lose interest. This physiological reaction is just one more reason why we often return to familiar songs and artists instead of embracing something new.

This preference for familiar music is not just a cognitive phenomenon—it also has emotional ties. Comfort plays a huge role in why we prefer what we already know. Music is deeply tied to our emotions, and familiar tunes have the power to evoke memories and feelings of safety. For example, a song that we loved during a significant period in our life, or one we heard a lot during a season in our lives, can transport us back to that moment, bringing with it a sense of emotional security. When we listen to a song that we don’t know, we don’t have that same emotional attachment, which makes it harder for us to connect with it on the same level. Music serves as a tool for self-soothing, allowing us to process emotions or simply unwind. Psychology Today states “Music provides a positive mood, offers a valued companion, and allows us to express emotions.” This article later goes on to explain how music is meant to relieve stress and be a relaxing activity, not something that requires active consideration. It is meant to offer a momentary escape from the pressures of daily life. When life feels overwhelming, putting on a familiar song can offer a sense of emotional security and calm. Therefore, listening to new music is an unpleasant experience for those just listening for enjoyment. Most people rather gravitate towards the comfortable familiarity of music they know well. 

Something that is unfamiliar results in a jarring effect. We are naturally wary of new things as an evolutionary defense mechanism. Something new could be dangerous and so we evolved to naturally be wary of unfamiliar objects or events. Unfamiliar music, especially music from a different culture or genre, can create a sense of alienation. The difference in sound, rhythm, and structure can feel off-putting, particularly if it does not align with the cultural context or musical expectations we are used to.

This resistance to unfamiliar music is particularly evident when we consider the social and cultural influences that shape our musical preferences. The hypothesis that Bruce Wexler tests in Brain and Culture—”that early wiring in the brain makes it hard for people later to accept novelty and unfamiliar experiences. Difficulty in handling the unfamiliar—people with a different skin color, different values or a different ideology, for example—” Or perhaps unfamiliar music, “is an essential feature of the often-negative interactions between cultures.” Popular music, the kind that frequently appears on the radio or is pushed by streaming platforms, becomes part of the cultural mainstream. As such, people often gravitate toward what is widely accepted or familiar in their social circles. Listening to popular songs creates a sense of connection to others, whether at a concert, party, or casual conversation. The familiarity of these songs provides a shared experience, reinforcing the bond between individuals within a group. Unfamiliar music however, requires more cognitive effort to process, which can make it harder to enjoy. The initial experience of unfamiliar music might feel disjointed or unsatisfying, as listeners try to make sense of new structures, melodies, and harmonies.

Now it may be said that this can’t be true because people and animals do and try new things all the time or else we’d all be stuck in some strange time loop, doing the same things over and over again for all eternity. However, this argument has a few holes. While yes, we may occasionally try something completely new, it is much more likely that we try something that may be new to us but we have seen other people do or try the same thing. This is smart from a biological perspective because if one neanderthal saw another eating something and dying because of it, we would rightly stay away from said food. Similarly, if a neanderthal saw another eat something and be fine or enjoy it, we would be much more likely to try it although it may be new to us. This applies to music choice because we may be more likely to listen to music that friends say they listen to, but this still exudes a sense of familiarity. For example, maybe the friend plays it in their car or occasionally hums the tune, either way, knowing someone that we know and like listens to a certain type of music makes us more likely to listen to it.

In the context of music, this evolutionary bias toward the known can make unfamiliar genres or sounds feel jarring. Music that deviates from our expectations—whether in terms of rhythm, melody, or cultural context—can create discomfort. People might say they’re looking for new music, but they’re often hesitant to embrace unfamiliar tunes or albums, especially those from genres they’ve never encountered before. This instinctive preference for familiarity can make it harder for us to enjoy music that feels foreign or dissonant. New music often requires more cognitive effort to process, and our brains are wired to seek out what we already know. This is why some people may find it unpleasant to simply listen to a new album, especially one that is of a new genre the listener is unfamiliar with. For example, traditional music from a different culture may sound strange or unappealing at first, because its structures and harmonies don’t align with what we’re used to hearing. This sense of alienation is a direct consequence of the brain’s reluctance to process what it doesn’t recognize or predict.

The preference for familiarity isn’t limited to music alone. It’s a fundamental aspect of human psychology, rooted in our evolutionary history. Our ancestors, like all animals, were hardwired to avoid novel stimuli that could potentially pose a threat. Any creature you study shows relatively the same behavior, we are scared of the unknown. As biological beings that have evolved over many years it is in our nature to sort anything we classify as new or unfamiliar into the category of potentially being dangerous. This instinct has helped us avoid danger and injury. You can see this with animals all the time. Any time they are presented in a new environment or a new object is placed in their environment, (for example, a camera in a yard or even a new bird feeder) they are naturally wary of it. In other words, unfamiliar objects, animals, or environments are often perceived as threats until proven otherwise. This survival mechanism still affects how we interact with the world today. When we encounter something new—whether it’s an unfamiliar food, person, or environment—we are often instinctively cautious, as it could represent a danger we don’t fully understand. This is good from an evolutionary perspective because it keeps us safe from potential unknown dangers over millennia. However, this is a hindrance to those in the market for new music because our natural instincts lead us away from anything unfamiliar. 

Beyond its cognitive effects, music also has a profound emotional impact. The songs we listen to frequently often become deeply intertwined with our memories and emotions. A familiar song can evoke feelings of nostalgia, transporting us back to moments in our past when that song held particular meaning. For example, a song that we loved during a specific time in our life—perhaps a summer spent with friends, or a relationship we cherished—becomes associated with those memories. This emotional connection is one of the reasons we prefer the songs we know. New music, by contrast, lacks this emotional bond. While it may be interesting or exciting at first, it doesn’t offer the same comfort that familiar music provides. As the National Library of Medicine explains, this emotional comfort is a key reason why we often choose familiar songs over unfamiliar ones, even when we have access to an endless supply of new music. Our musical preferences are also shaped by social and cultural factors. Music, especially popular music, is often a communal experience. When we listen to songs that are widely known, we participate in a shared cultural moment. Popular songs create connections between people, whether at concerts, parties, or even casual conversations. The familiarity of a song becomes a social glue, reinforcing the bonds between individuals within a group. This social aspect can explain why people tend to gravitate toward what is familiar. Listening to music that others around us enjoy or that is commonly played on mainstream platforms helps us feel connected to a larger cultural narrative. Unfamiliar music, on the other hand, requires more effort to understand and appreciate, making it less immediately rewarding in social contexts.

Moreover, there’s the issue of identity. The music we listen to is often a reflection of who we are. It is deeply tied to our self-concept and personal identity. For example, someone who identifies as a fan of rock music may feel reluctant to explore genres like classical or jazz, not because they dislike them, but because such music challenges their musical identity. Similarly, when people try out new music, they may feel as though they’re stepping outside the boundaries of what they consider “their” music, and this can create a sense of discomfort.

The human instinct to prefer the familiar is deeply rooted in our evolutionary biology. Early humans needed to prioritize safety and predictability in their environment, and this led to a wariness of the unknown. The same instinct applies to our relationship with music. While it may seem counterintuitive in a world so focused on novelty, our brains are biologically inclined to avoid what feels unfamiliar or unpredictable. This is evident in both human behavior and the behavior of animals. For example, a dog placed in a room with its current owner who may beat the dog and a stranger, the dog will choose to go to the aggressive owner, rather than the stranger. Even though the owner is not a good one, it’s all the dog knows and we prefer what we know over what we don’t know out of the fear that the new one could be even worse than what we know. On a more positive note, this is also shown through skin to skin contact. After a woman gives birth to a baby, doctors will place the newborn on the mothers chest. As stated by the Baby Friendly Initiative, this “regulates the baby’s heart rate and breathing, helping them to better adapt to life outside the womb.” Both the baby’s and the mothers stress goes down with skin to skin contact because both mother and baby are used to constant contact from when the baby was in the womb. They are familiar with the touch and even smell of each other so it calms both of them to be with what they know. The same thing happens when we listen to music that is familiar to us, we feel comforted by familiarity. It lights up a part of our brain and engages the neural pathways that are comforted by familiarity and causes us to enjoy music that is familiar to us far more than music that is new. This instinct for familiarity extends to music, where songs we’ve heard before provide a comforting and predictable experience, while unfamiliar music requires more cognitive effort to process.

Interestingly, our preference for familiarity is not just about avoiding danger but also about efficiency. Looking at the concept of cognitive fluency, which Bill Cates defines as “the ease with which information can be processed and understood by the brain,” our brains have evolved to process familiar information with minimal effort, which is why we tend to enjoy music that follows familiar patterns or structures. Music that aligns with the rhythms and melodies we already know is easier to enjoy because our brains don’t have to work as hard to decode it.

Despite our inherent preference for the familiar, the idea of discovering new music remains a popular topic of conversation. Some people truly enjoy the challenge of seeking out fresh sounds and exploring new genres. This is often seen as an intellectual pursuit—a way to stimulate the brain and challenge oneself musically. However, this type of active listening is a more niche activity, and it does not reflect the music-listening habits of most people. The very idea of “looking for new music” seems at odds with the widespread comfort people seek in songs they’ve already heard countless times. However, Rachel Ament, a writer for the New York Times, NPR, Oxygen, Teen Vogue and Paste Magazine, writes in The Paris Review, a highly prominent literary magazine, “the enjoyment of discovering new music is in its ability to stimulate the brain, creating an intellectually engaging experience.” This article suggests that new music holds intellectual value, stimulating our minds and offering mental challenges. These sources argue that music’s true power lies in its ability to stimulate the brain and process new information. However, these views fail to consider the broader role that music plays in people’s daily lives, especially for those who listen primarily for emotional comfort and relaxation. Many people are not looking for the kind of mental engagement or intellectual stimulation that comes when they listen to music. For the average listener, music is less about exploring new ideas and more about relaxation and emotional connection. As Psychology Today notes, “music is a tool for stress relief, mood regulation, and emotional expression.” Most people listen to music to unwind, not to engage in a mental exercise.

In fact, as studies have shown, people tend to enjoy music more when it’s familiar because it requires less mental energy to process. A PLOS ONE study was done using a listening test and a functional magnetic resonance imaging (fMRI) experiment, to clarify the role of familiarity in the brain correlates of music appreciation by controlling, in the same study, for both familiarity and musical preferences. This study found that familiarity with a song is a stronger predictor of enjoyment than any other factor, including musical preference. “We show that although consumers say they would prefer to listen to unfamiliar music, in actuality familiarity with music positively predicts preference for songs, play lists, and radio stations.” Songs that sound similar to other songs we normally listen to influences our music choice. And others are even able to predict what we will choose to listen to by what we already do listen to, which disproves the whole new music idea. This explains why people tend to gravitate back to their favorite songs, even when there are countless new tracks available to them.

While it’s clear that streaming services and social media have made discovering new music easier than ever, people continue to return to what they know. The human preference for familiar music is driven by psychological, emotional, and social factors, all of which make us more likely to seek comfort rather than novelty. This tendency is rooted in our evolutionary history, where familiarity signaled safety and predictability. Music is not just an intellectual pursuit for most people—it’s a deeply emotional experience. Familiar songs create connections to our memories, our identities, and our social groups, which makes them more enjoyable and comforting. While the search for new music can be exciting for some, it remains a niche activity. For most, music is a tool for relaxation, emotional expression, and connection. As much as we may claim to be on the lookout for new and exciting sounds, it’s the familiar tracks that continue to dominate our playlists, offering comfort and security in an ever-changing world.

References

Shahram Heshmat Ph.D. “5 Reasons Why We Listen to Music | Psychology Today” Psychology Today, 14 October 2021. 14 November 2024.

“How to Really Listen to Music – The Paris Review” Rachel Ament. The Paris Review, 22 August 2019. 14 November 2024.

“Skin-to-skin contact – Baby Friendly Initiative” Skin-to-skin contact. 9 December 2024. 16 November 2024.

“Music and Emotions in the Brain: Familiarity Matters | PLOS ONE” Salimpoor, V. N., Benovoy, M., Longo, G. L., Cooperstock, J. R., & Zatorre, R. J. (2011). 

Music and emotions in the brain: Familiarity matters. PLOS ONE, 6(10), e25738.

“Music Streaming Services Stats (2024)” Fabio Duarte. Exploding Topics, 1 February 2024. 3 November 2124.

“The Contribution of Attention to the Mere Exposure Effect for Parts of Advertising Images – PMC” PubMed Central. National Library of Medicine, 5 September 2018. 3 November 2124.

“Our Aversion to the Unfamiliar | American Scientist” Judy Illes, Vivian Chin. American Scientist, 28 October 2021. 3 November 2024.

“Rapid Brain Responses to Familiar vs. Unfamiliar Music – an EEG and Pupillometry study | Scientific Reports” Current Opinion in Neurobiology. ScienceDirect, October 2023. 3 November 2024.