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This insight helped explain why “Hey Ya!” was failing on the radio, despite the fact that Hit Song Science and music executives were sure it would be a hit. The problem wasn’t that “Hey Ya!” was bad. The problem was that “Hey Ya!” wasn’t familiar. Radio listeners didn’t want to make a conscious decision each time they were presented with a new song. Instead, their brains wanted to follow a habit. Much of the time, we don’t actually choose if we like or dislike a song. It would take too much mental effort. Instead, we react to the cues (“This sounds like all the other songs I’ve ever liked”) and rewards (“It’s fun to hum along!”) and without thinking, we either start singing, or reach over and change the station.

Explanation and Analysis:

When Outkast came out with the song “Hey Ya!,” record executives were convinced it would be a massive hit. While their prediction was right—many listeners loved the song, and it did eventually become a hit—they also ran into a classic habit-rel...

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Romeo

(aside) She speaks.
O, speak again, bright angel! For thou art
As glorious to this night, being o’er my head,
As is a winged messenger of heaven
Unto the white, upturnèd, wondering eyes
Of mortals that fall back to gaze on him
When he bestrides the lazy-puffing clouds
And sails upon the bosom of the air.

Juliet

O Romeo, Romeo! Wherefore art though Romeo?
Deny they father and refuse they name.
Or, if thou wilt not, be but sworn my love,
And I’ll no longer be a Capulet.

Modern

Romeo

(to himself) She speaks. Speak again, bright angel! For tonight you are as glorious, there up above me, as a winged messenger of heaven who makes mortals fall onto their backs to gaze up with awestruck eyes as he strides across the lazy clouds and sails through the air.

Juliet

O Romeo, Romeo! Why must you be Romeo? Deny your father and give up your name. Or, if you won’t change your name, just swear your love to me and I’ll give up being a Capulet.

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