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Director / Editor: Victor Teboul, Ph.D.
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The allure of the ad-lib: New research identifies why people prefer spontaneity in entertainment

By Jacqueline Rifkin, Assistant Professor of Marketing, Cornell University
Katherine Du, Assistant Professor of Marketing, University of Wisconsin-Milwaukee
Audiences love improvised, off-the-cuff entertainment, and new research suggests it’s because spontaneity seems to offer a glimpse of the performer’s authentic self.The Conversation


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