TITLE

MEDIA BINGEING: A QUALITATIVE STUDY OF PSYCHOLOGICAL INFLUENCES

AUTHOR(S)
Devasagayam, Raj
PUB. DATE
March 2014
SOURCE
Proceedings of the Marketing Management Association;Spring2014, p40
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
97209115

 

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