Devasagayam, Raj
March 2014
Marketing Management Association Annual Conference Proceedings;Spring2014, p40
Progressive increases in viewing freedom due to internet media providers have given consumers more access to television. This convenience has caused many to overindulge on media stimuli. Often referred to as "media bingeing," this habit is quickly becoming a concern. We conducted a qualitative study in order to further understand motivations behind bingeing tendencies. The results propose the forming of one-sided, unconscious bonds between viewers and characters. We believe this bond is one of the main factors influencing bingeing behaviors. This study is important since it sheds light on a consumer's need to overindulge, which presents marketing opportunities and challenges.


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