Abstract
In accordance with recent developments in motivational psychology, it can be assumed that the reasons for the persistence of TV consumption are not equivalent to the factors which are responsible for the initial choice of a respective program. This means that a viewer would at first form a reception intention on the basis of certain interests or simple viewing habits; afterwards, on the basis of his experiences with the program, he could reach another decision of whether or not to continue the reception. To find out what factors are responsible for persistent reception, the course of two possible modes of reception (i.e. “involvement” and “analysis”) of different viewing groups watching two TV films were compared with the course of the ratings for these two films. The results show that only involvement, but not analysis, can be responsible for the persistence of film reception.
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