Featured Research

from universities, journals, and other organizations

The science of re-runs: Why we watch our favorite episode of a TV show, or listen to a favorite song, over and over again

Date:
May 29, 2012
Source:
American University
Summary:
It's one of the biggest moneymakers for Hollywood and its media empire: reruns. Reruns of television shows and movies allow for people to watch their favorite moments over and over again. But why do people do it? What drives so much consumer motivation to enjoy the same activity repeatedly? Researchers have determined that the "re-consumption" as she calls it, is due to the guaranteed outcome, the enhanced viewing that results from the repeated action, or the rediscovery of subtle details.

It's one of the biggest moneymakers for Hollywood and its media empire: reruns. Reruns of television shows and movies allow for people to watch their favorite moments over and over again. But why do people do it? What drives so much consumer motivation to enjoy the same activity repeatedly? American University Professor of Marketing Cristel Russell has determined that the "re-consumption" as she calls it, is due to the guaranteed outcome, the enhanced viewing that results from the repeated action, or the rediscovery of subtle details. Professor Russell's research is due to be published by the Journal of Consumer Research in August 2012.

Related Articles


Russell and co-author Sidney Levy have looked carefully at the motivations behind why people re-read the same book over and over again, re-watch their favorite TV shows and movies and why people go on vacation to the same place year after year. From a business standpoint, the importance of this re-consumption is considerable. For a film or television show to be successful financially, it has to be syndicated throughout the world so that viewers can re-watch it. Tourist locales are dependent on repeat visitors. Re-consumption plays a crucial role in the world economy. But what's in it for people?

"Understanding re-consumption and the motivations behind it is incredibly important," said Russell. "If we can look at the underlying drivers of re-consumption, we can help businesses to better understand their customers and help them create products that consumers will use again and again."

The psychological and experiential aspects of re-consumption are important as well. Russell and Levy's study shows that the motivations behind people's re-consumption behavior were often complex and nuanced.

"We interviewed people in New Zealand and America to determine why they chose to repeat their behavior," adds Russell. "We determined that re-consumption behaviors serve five main purposes: regressive, progressive, reconstructive, relational, and reflective. The reasoning that people had for their repeat behaviors was far more complex than simply nostalgia. For people to take time out of their busy lives to do something over and over again, the motivations required were usually deep-seated and poignant."


Story Source:

The above story is based on materials provided by American University. Note: Materials may be edited for content and length.


Journal Reference:

  1. Cristel Antonia Russell and Sidney J. Levy. The Temporal and Focal Dynamics of Volitional Reconsumption: A Phenomenological Investigation of Repeated Hedonic Experiences. Journal of Consumer Research, August 2012 [link]

Cite This Page:

American University. "The science of re-runs: Why we watch our favorite episode of a TV show, or listen to a favorite song, over and over again." ScienceDaily. ScienceDaily, 29 May 2012. <www.sciencedaily.com/releases/2012/05/120529113300.htm>.
American University. (2012, May 29). The science of re-runs: Why we watch our favorite episode of a TV show, or listen to a favorite song, over and over again. ScienceDaily. Retrieved December 19, 2014 from www.sciencedaily.com/releases/2012/05/120529113300.htm
American University. "The science of re-runs: Why we watch our favorite episode of a TV show, or listen to a favorite song, over and over again." ScienceDaily. www.sciencedaily.com/releases/2012/05/120529113300.htm (accessed December 19, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Friday, December 19, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Researchers Test Colombian Village With High Alzheimer's Rates

Researchers Test Colombian Village With High Alzheimer's Rates

AFP (Dec. 19, 2014) In Yarumal, a village in N. Colombia, Alzheimer's has ravaged a disproportionately large number of families. A genetic "curse" that may pave the way for research on how to treat the disease that claims a new victim every four seconds. Duration: 02:42 Video provided by AFP
Powered by NewsLook.com
Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Buzz60 (Dec. 19, 2014) A double-amputee makes history by becoming the first person to wear and operate two prosthetic arms using only his mind. Jen Markham has the story. Video provided by Buzz60
Powered by NewsLook.com
Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins