From Bach to Rock: How Music Preferences Predict Behavior

A study led by Wharton professor Gideon Nave investigates the association between musical preferences and personality traits, offering marketers and data scientists insights into personalizing customer interactions while raising privacy concerns. The research, which used music dimensions and Facebook likes as data sources, underscores the potential for using digital footprints to accurately predict traits like openness and extroversion; however, ethical considerations about data usage in marketing are highlighted, especially in light of privacy controversies such as Cambridge Analytica.