The DOI matches its Crossref record; 20 of the 21 references it cites were found in a registry or an index.
Experimental Study of Inequality and Unpredictability in an Artificial Cultural Market
Abstract
Hit songs, books, and movies are many times more successful than average, suggesting that “the best” alternatives are qualitatively different from “the rest”; yet experts routinely fail to predict which products will succeed. We investigated this paradox experimentally, by creating an artificial “music market” in which 14,341 participants downloaded previously unknown songs either with or without knowledge of previous participants' choices. Increasing the strength of social influence increased both inequality and unpredictability of success. Success was also only partly determined by quality: The best songs rarely did poorly, and the worst rarely did well, but any other result was possible.
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“Rosen's economics of superstars [21] shows formally that when the cost of serving additional consumers approaches zero, cultural markets concentrate rewards on a small number of winners regardless of marginal quality differences”
From AI as a Democratizing Force in Indie Game Development (2026) · cites this paper as [21]
In the citing paper
“The market-structure literature of §2.4 predicts what follows: superstar concentration under near-zero marginal cost [21], against which the long-tail alternative [22] is directly testable with the outcome data of Table 13, and choice-abundant markets whose winners are selected by social dynamics rather than quality gradients [23].”
From AI as a Democratizing Force in Indie Game Development (2026) · cites this paper as [21]
In the citing paper
“When considering inequality in heterogeneous populations, there are two distinct aspects to take into account-the dispersion of outcomes and the predictability of outcomes (Lynn, Podolny, & Tao, 2009;Salganik, Dodds, & Watts, 2006).”
From Relative Feedback Increases Disparities in Effort and Performance in Crowdsourcing Contests: Evidence from a Quasi-Experiment on Topcoder (2022) · cites this paper as Salganik, Dodds, & Watts, 2006
In the citing paper
“In the case of an inherent quality or virtue, more predictable outcomes imply more equality and fairness (Cook & Hegtvedt, 1983;Jasso, 1983;Salganik et al., 2006).”
From Relative Feedback Increases Disparities in Effort and Performance in Crowdsourcing Contests: Evidence from a Quasi-Experiment on Topcoder (2022) · cites this paper as Salganik et al., 2006
In the citing paper
“However, social success and quality of content are only partly correlated (Salganik et al., 2006).”
From Social Drivers and Algorithmic Mechanisms on Digital Media. (2024) · cites this paper as Salganik et al., 2006
In the citing paper
“in a classic experiment, the popularity of all but the very best and worst songs was shown to be more related to stochastic early positive reception by other users than by their inherent quality”
From Stewardship of global collective behavior (2021) · cites this paper as [87]
In the citing paper
“Moreover, the presence of a significant number of neutral individuals holding a random opinion and a low confidence level around these two attractive forces tends to increase the unpredictability of the final outcome [15].”
From Social Influence and the Collective Dynamics of Opinion Formation (2013) · cites this paper as [15]
In the citing paper
“In agreement with previous works [15], the collective outcome appears to be poorly predictable and strongly dependent on the initial conditions [36].”
From Social Influence and the Collective Dynamics of Opinion Formation (2013) · cites this paper as [15]
In the citing paper
“Although there is on average a positive relationship between quality and success [66]”
From Relative Citation Ratio (RCR): A New Metric That Uses Citation Rates to Measure Influence at the Article Level (2016) · cites this paper as [66]
In the citing paper
“the ultimate winners in such contests are determined not only by the intrinsic value of the work but also by more intangible social variables [66].”
From Relative Citation Ratio (RCR): A New Metric That Uses Citation Rates to Measure Influence at the Article Level (2016) · cites this paper as [66]
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“In their seminal paper [8], Salganik, Dodds, and Watts offer a satisfactory explanation for this paradox: The impact of social influence on the behavior of individuals (word-of-mouth), a process a priori invisible to experts, may distort the quality perceived by the customers, making quality and popularity out of sync…”
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“, 2013), or subsequent exposure to peer behaviors (Aral and Walker, 2011; Bakshy et al., 2012a; Salganik et al., 2006) have been possible, but in many cases these experimental designs are infeasible.”
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“For example, the median band has three fans and 120 plays.3 As music in 2007 was not available for sale on or through MySpace, like Salganik, Dodds, and Watts (2006) we are able to measure a relatively pure form of popularity that is not conditioned on factors like pricing, variation in disposable…”
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“in press), to rapidly changing, horizontally transmitted fads and fashions such as tastes in pop music (Salganik et al. 2006; Bentley et al. 2007).”
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“On the other hand, according to Salganik, Dodds, and Watts (2006), the content of entertainment products has little impact on the success of these products, echoing previous research by Bielby and Bielby (1994), who also report a quote from a past president of CBS entertainment that “all hits are…”
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Bressan, M., Leucci, S., Panconesi, A., Raghavan, P., & Terolli, E. (2016) · ACM SIGKDD Conference on Knowledge Discovery and Data Mining (KDD) · doi:10.1145/2939672.2939797 · Cited by 23
“Will unknown books become hits and vice-versa? How and how much will the habit of the typical reader change? A large body of work has investigated questions of this kind at the individual, user level [8, 25, 26, 35].”
BackgroundInfluentialVideo Killed the Radio Star? Online Music Videos and Recorded Music Sales
Kretschmer, T., & Peukert, C. (2020) · Information Systems Research · doi:10.1287/isre.2019.0915 · Cited by 83
Tarko, V., & Aligică, P. D. (2011) · Futures · doi:10.1016/j.futures.2011.06.008 · Cited by 18
“The market approach, although it is indeed a very effective method of aggregating local knowledge [16,17,21], should not be overly idealized as it is affected by random path-dependency biases [22,23] and it cannot thus deliver truly objective results.”
BackgroundPositivity Bias in Customer Satisfaction Ratings
Park, K., Cha, M., & Rhim, E. (2018) · Companion of the The Web Conference 2018 on The Web Conference 2018 - WWW '18 · doi:10.1145/3184558.3186579 · Cited by 19
“Second is the social influence bias, where new raters are influenced by existing ratings and, thereby, existing positive ratings dramatically affect future ratings [34].”
BackgroundThe behavioural economics of culture
Coate, B., & Hoffmann, R. F. (2021) · Journal of Cultural Economics · doi:10.1007/s10824-021-09419-2 · Cited by 22
The Effects of Consumer Preference and Peer Influence on Trial of an Experience Good
Pyo, T.-H., Lee, J. Y., & Park, H. M. (2022) · Journal of Marketing Research · doi:10.1177/00222437221093603 · Cited by 18
Zhou, K., Wilson, T., Starbird, K., & Spiro, E. S. (2023) · ACM Transactions on Social Computing · doi:10.1145/3577213 · Cited by 18
“In the context of social influence, experiments have shown that individual behaviors toward music and books follow the preferences of those before them [60, 66].”
BackgroundCultural evolution of music and language
Ozaki, Y., Kloots, M. D. H., Ravignani, A., & Savage, P. E. (2026) · Oxford University Press eBooks · doi:10.1093/oxfordhb/9780192894700.013.0028 · Cited by 18
Greenberg, J., Sands, D. B., Cattani, G., & Porac, J. F. (2023) · Strategic Management Journal · doi:10.1002/smj.3545 · Cited by 20
Users’ engagement in WeChat-based support communities: A multilevel perspective
Sun, M., & Sun, S. (2023) · Information Processing & Management · doi:10.1016/j.ipm.2023.103604 · Cited by 19
Quantifying the vulnerabilities of the online public square to adversarial manipulation tactics
Truong, B. T., Lou, X., Flammini, A., & Menczer, F. (2024) · PNAS Nexus · doi:10.1093/pnasnexus/pgae258 · Cited by 28
“Exceptions have considered the cost of learning about quality (70), distortions of quality assessments that result from aggregate knowledge of peer choices (56), and confirmation bias in the spread of misinformation (71).”
BackgroundSimple model for multiple-choice collective decision making
Lee, C. H., & Lucas, A. (2014) · Physical Review E · doi:10.1103/physreve.90.052804 · Cited by 19
“Given that experiments [17] suggest the latter is relevant in real world decision making, this is a natural question to study.”
BackgroundSeeing culture through the eye of the beholder: four methods in pursuit of taste
Mears, A. (2014) · Theory and Society · doi:10.1007/s11186-014-9217-4 · Cited by 17
“…and judgments when making aesthetic deliberations—in everything from the choice of their baby’s name (Lieberson 2000) to their tastes for music (Salganik et al. 2006) – yet somehow everyone happens to decide similarly at the same time, thus establishing observable patterns in taste among…”
BackgroundThe Crowdsourcing Design Space
Sakamoto, Y., Tanaka, Y., Yu, L., & Nickerson, J. V. (2011) · Lecture notes in computer science · doi:10.1007/978-3-642-21852-1_41 · Cited by 18
“Specifically, crowds can participate in experiments: crowds can be simultaneously assembled in both control and experimental conditions, so the effects of social networks, organizational structure, and information flow can be studied (e.g., [10, 11]).”
BackgroundMotivation in a Social Context
Fishbach, A., Steinmetz, J., & Tu, Y. (2016) · Advances in motivation science · doi:10.1016/bs.adms.2015.12.005 · Cited by 25
Constructing a Watts-Strogatz network from a small-world network with symmetric degree distribution
Menezes, M. B. C., Kim, S., & Huang, R. (2017) · PLoS ONE · doi:10.1371/journal.pone.0179120 · Cited by 18
Spread of Employee Engagement in a Large Organizational Network
Mitra, T., Muller, M. J., Shami, N. S., Golestani, A., & Masli, M. (2017) · Proceedings of the ACM on Human-Computer Interaction · doi:10.1145/3134716 · Cited by 22
“Economists and market researchers have found that cultural markets are driven by social influence [72] and that social influence affects the rate of product adoption [85].”
BackgroundSelection Problems in the Presence of Implicit Bias
Raghavan, M. (2023) · ACM eBooks · doi:10.1145/3603195.3603209 · Cited by 21
Identification and impact of discoverers in online social systems
Medo, M., Mariani, M. S., Zeng, A., et al. (2017) · reroDoc Digital Library · Cited by 18
Risi, J., Sharma, A., Shah, R., Connelly, M., & Watts, D. J. (2019) · Nature Human Behaviour · doi:10.1038/s41562-019-0620-8 · Cited by 21
Self-citationCats and Captions vs. Creators and the Clock
Hessel, J., Lee, L., & Mimno, D. (2017) · International World Wide Web Conference (WWW) · doi:10.1145/3038912.3052684 · Cited by 30
“[52] than any of the three image-sharing settings described by Khosla et al.”
Influential
Metadata
- Authors
- Salganik, M. J., Dodds, P. S., & Watts, D. J.
- Affiliations
- Santa Fe Institute (US)
- Corresponding author
- Salganik, Matthew J.
- Dodds, Peter Sheridan
- Watts, Duncan J.
- Venue
- Science
- Published
- 2006-02-10
- Volume
- 311
- Issue
- 5762
- Pages
- 854-856
- ISSN
- 0036-8075 (ISSN-L)
- 1095-9203
- OpenAlex
- W2147453867
- Cited by
- 2,231
- References
- 21
- Citations by year
- 2026: 168 · 2025: 104 · 2024: 102 · 2023: 123 · 2022: 103 · 2021: 231 · 2020: 104 · 2019: 130 · 2018: 131 · 2017: 142 · 2016: 121 · 2015: 123 · 2014: 133 · 2013: 92 · 2012: 122
- FWCI
- 116.70
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Science (publishedVersion)
- PubMed (publishedVersion)
- Topics
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Experimental Behavioral Economics Studies
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Complex Systems and Time Series Analysis
- Social Sciences › Decision Sciences › General Decision Sciences › Decision-Making and Behavioral Economics
- Keywords
- cultural market, social influence, music download, product success, consumer choice
- MeSH terms
- Consumer Behavior, Culture, Forecasting, Humans, Interpersonal Relations, Music, Research Design, Social Behavior, Sociology, Internet
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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