Creative fields prize originality. Festivals promote bold experimentation. Artists are encouraged to break conventions and explore unfamiliar territory. Yet a persistent tension appears across the cultural landscape. Work that is too unfamiliar often struggles to connect with audiences, while ideas that mix novelty with recognizable elements tend to travel much

Cultural organizations often try to stand out by being different. Festivals promote unique programming. Museums develop exhibitions unlike those of their peers. Artists search for styles that feel completely original. The assumption is straightforward: difference attracts attention. Yet research in marketing science points in another direction. What audiences respond to