Why do we love music so much ?

Professor Aaron Ahuvia explains that we love music because of a variety of reasons. First of all, music is a people connector. It connects us to other people. People bond more tightly through a synchronized experience which music provides, like in the army. This is aggravated by dancing.

Music is also a big part of our identity and during early teenage years starts plays a key role in shaping our identity and our sense of self. Please go through full conversation with Dr Aaron Ahuvia & Jasravee Kaur Chandra on our Youtube Channel. In this conversation the Professor talks about Brand Love & The Things We Love with Insights from Marketing, Psychology & Neuroscience.

In the conversation Dr Ahuvia explains that we have passionate relationships with the things we love, and these relationships are driven by influences deep within our culture and our biology. Some of our passions are sudden, obsessive, and fleeting; others are devoted and lifelong affairs. Some turn dark: we become hoarders, or would prefer to destroy certain objects rather than let anyone else own them.

And as technology improves, becoming increasingly addictive, one wonders: might our lives become so dominated by our emotional ties to things that we lose interest in other people?

Dr. Aaron Ahuvia is the Professor of Marketing at the University of Michigan-Dearborn College of Business.