The Moderating Effect of Immediate Gratification and Need for Cognition on Binge-Watching Attitude-Behavior Relation

• In Event: Viewing Television and Second Screens

Abstract

Binge-watching is becoming a new “norm” for viewers in the way they consume their favorite TV shows and movies; nevertheless, most scholarly research on binge-watching remains exploratory. This study explicated 1) the relationship between the attitudes toward binge-watching and the extent of binge-watching and 2) the role of viewers’ personality traits (i.e., immediate gratification [IG]) and needs for cognition[NFC]) on the association. The results from the analysis on survey data (N= 714) illustrated that there was a positive association between viewers’ negative attitudes and the extent of their binge-watching, showing a signature indicator of attitude-discrepant behaviors. Furthermore, a significant interaction effect of negative attitude toward binge-watching and IG on binge-watching behavior was found. High-IG respondents with negative attitude toward binge-watching were more likely to binge-watch than their low-IG counterparts, marked by greater negative attitude toward binge-watching as guilty pleasure.

Authors

• Hongjin Shim, Korea Information Society Development Institute

• Sohye Lim, Ewha Womans U

• Eui-Kyung Shin