If you've watched the movie KPop Demon Hunters and see the word "golden", what happens?

Pause and think about it for a moment.

For those unfamiliar, nothing will come to mind. But if you've heard the song of the same name, you may start hearing a fragment of the tune repeating in your head, over and over. You might even mouth or sing the words "we're goin' up, up, up".

Did that happen to you? If so, you just experienced "involuntary musical imagery", colloquially known as an earworm.

More than 90% of the population experience earworms , and researchers are beginning to understand how they work, why they happen, what they tell us about the brain, and even how to get rid of them – if you want to.

Baby shark, doo doo doo

The humble earworm has taught music psychologists that repeate

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