The allure of the ad-lib: New research identifies why people prefer spontaneity in entertainment
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.
Katherine Du, Assistant Professor of Marketing, University of Wisconsin-Milwaukee •
conversation
June 2, 2023 • ~5 min
June 2, 2023 • ~5 min