Abstract

http://ssrn.com/abstract=1969781
 


 



Why this Kolaveri Di: Maddening Phenomenon of Earworm


Divya Singhal


Goa Institute of Management, Goa

December 8, 2011


Abstract:     
I have been hearing same line again and again in my head all week. Not just any line, mind you, but new viral video song ‘Why this Kolaveri Di’. I am keep humming it over and over and over. Why this Kolaveri Di’ has become a classic example of viral marketing and IIMs are discussing it as inspiration for future marketing managers. And this linkage with viral marketing has been discussed much. On the other hand, this song is also a perfect example of 'Earworm' phenomenon. The present paper explains the concept of earworm and analyzes the Kolaveri Di song with this perspective.

Number of Pages in PDF File: 5

Keywords: earworm, catchy tune, kolaveri di

working papers series


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Date posted: December 8, 2011  

Suggested Citation

Singhal, Divya, Why this Kolaveri Di: Maddening Phenomenon of Earworm (December 8, 2011). Available at SSRN: http://ssrn.com/abstract=1969781 or http://dx.doi.org/10.2139/ssrn.1969781

Contact Information

Divya Singhal (Contact Author)
Goa Institute of Management, Goa ( email )
Goa Institute of Management,
Ribandar
Goa, Goa 403006
India
HOME PAGE: http://www.gim.ac.in
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