New study: People befriend others who are similar to them rather than becoming more similar to their friends over time

Study researcher Kevin Lewis of Harvard University told Live Science: 'Part of liking these [indie/alternative] bands is not just liking them, but liking them before everyone else likes them/ The students feel like, "this sets me apart from others, and if someone else starts liking this band, it make me less unique."'

He continued: 'In the past three years we've been pounded over the head with the idea that everything spreads and everything is contagious, and your peers can influence you in so many ways.'

'Students who share some tastes in music and in movies are indeed more likely to become friends, but it's very rarely the case that students adopt the preferences of their friends,' he explained.

> People love to champion greatness. That´s why culture is driven by creativity. That´s why you need to activate the market:

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