1964 album and the classic blues song "Little Red Rooster," which they recorded during their first stop in the United States. With this recycling and repackaging approach, the Stones could release four new albums of new and existing material instead of just two albums of all new material. They continued this practice on album after album. For example, "Time Is on My Side" first appeared on The Rolling Stones 12 ´ 5 in 1964. That song would go on to appear on Rolling Stones No. 2 in 1965 and High Tide & Green Grass and Got Live If You Want It in 1966. Repeating songs on multiple albums has helped ingrain Rolling Stones music in the minds and hearts of baby boomers across socio- economic and geographic segments. In addition to the publicity and promotion that accompanies the release of a record, each product introduction gives the band a chance to strengthen the relationship with current fans and creates an opportunity to reach new fans. Cre- ating and releasing albums at such a rapid rate also generates an aura of demand, popularity, and success with which people want to asso- ciate. An aggressive product release implies that the previous prod- ucts are hits and that the band must be hot or it wouldnt be releasing another album. For new customers, the fact that a song has already appeared on a previous album may go all but unnoticed. Among devoted fans, a song they already know just makes the new material more familiar, an important principle in the theory of how people learn to like something.     Slo w Change   One of the secrets to the Rolling Stones long-term success has been the bands ability to change and evolve at a rate that doesnt alienate its greatest fans yet keeps the band relevant in the market. How have they done it? With a strategy built upon the psychological theory of generalization and discrimination, which illustrates that the more similar something is to the past, the more likely people are to learn it. The Rolling Stones practiced the theory of generalization, in the context that the more a new song sounds like one from the past, the more likely people are to learn it, accept it, and like it. But if something th e ro l l i ng s ton e s: b e yond s at isfac t i on |     is perceived as being the same as something else, it usually doesnt war- rant purchase or adoption. Therefore, marketers must build some- thing new into a product for it to be perceived as different and worth buying. The Rolling Stones could repeat songs on albums because the