Two days before his playing in the subway, Joshua Bell sold out at a theater in Boston and the seats average $100. He played one of the most intricate pieces ever written with a violin worth 3.5 million dollars. No one knew this but the violinist was Joshua Bell, one of the best musicians in the world. No one applauded, nor was there any recognition. When he finished playing and silence took over, no one noticed it. About 20 gave him money but continued to walk their normal pace. In the 45 minutes the musician played, only 6 people stopped and stayed for a while. All the parents, without exception, forced them to move on. This action was repeated by several other children. Finally the mother pushed hard and the child continued to walk turning his head all the time. His mother tagged him along, hurried but the kid stopped to look at the violinist. The one who paid the most attention was a 3 year old boy. A few minutes later, someone leaned against the wall to listen to him, but the man looked at his watch and started to walk again. A minute later, the violinist received his first dollar tip: a woman threw the money in the till and without stopping continued to walk. He slowed his pace and stopped for a few seconds and then hurried up to meet his schedule. Three minutes went by and a middle aged man noticed there was musician playing. During that time, since it was rush hour, it was calculated that thousands of people went through the station, most of them on their way to work. He played six Bach pieces for about 45 minutes. Might this same concept apply to fields outside of consumer products, such as the arts? Would, for example, people distinguish between a world-class instrumental virtuoso and an ordinary street musician if the only difference between them were the setting?Ĭonsider, for example, the following narrative:Ī man sat at a metro station in Washington DC and started to play the violin it was a cold January morning. Many a marketing survey has been conducted to gauge how presentation affects consumer perceptions of quality, and quite a few such surveys have found that people will frequently designate one of two identical items as being distinctly better than the other simply because it is packaged or presented more attractively.
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