Spreading activation in the cognitive network explains why music is experienced as familiar or likable. It might also be a premise for the emotion-inducing mechanisms of the BRECVEMA framework (Brain stem reflexes, Rhythmic entrainment, Evaluative conditioning, Contagion, Visual imagery, Episodic memory, Musical expectancy, Aesthetic judgment). Both perspectives constitute important aspects of music experience and are influenced by individual differences. In two studies (n = 125 and n = 153), potential indicators for spreading activation and BRECVEMA mechanisms for single instances of music listening were assessed with a new questionnaire. The results indicated that Typicality of music, Liking, and attentional Engagement underlie spreading activation. The mechanisms Evaluative conditioning and Contagion in unison (Conditioning/Contagion), as well as Visual imagery and Episodic memory could be reliably assessed. Findings revealed that (a) Engagement, Conditioning/Contagion, and Visual imagery increased with musical expertise; (b) spreading activation and mechanisms were stronger when listening to self- rather than pre-selected music; (c) sad music evoked stronger Engagement, Conditioning/Contagion, and Episodic memory when it was self-selected; (d) spreading activation and mechanisms were associated with music empathizing and systemizing and the emotion regulation strategy reappraisal; and finally, (e) regulating sadness with sad music was associated with habitual suppression and stronger Conditioning/Contagion.
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