Why Do We Watch? The Role of Emotion Gratifications and Individual Differences in Predicting Rewatchability and Movie Recommendation

Abstract

BACKGROUND: The present study's main aim was to determine the predictors of movie rewatchability and recommendations. METHODS: Using a sample of 318 participants, we first tested the structure of a gratification scale from watching a movie. Then, we examined the role of age, need for cognition, need for affect, extraversion, and emotional gratifications, in predicting individuals' interest in rewatching the movie and in making recommendations. RESULTS: As in the original proposal of the emotional gratification scale, the following dimensions were identified: fun, thrill, empathic sadness, release of emotions, social sharing, contemplative experiences, and character engagement, with acceptable model fit and reliability, convergent and divergent validity. Social sharing, contemplate experiences, need for affect and age were significant predictors of movie recommendation; whereas social sharing, thrill, extraversion, and age contributed most to explaining rewatching interest. CONCLUSION: This study highlights the importance of considering distinct gratifications and individual differences in predicting rewatching and movie recommendation.

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