Abstract
In light of literature documenting differences in viewers’ entertainment preferences, this study (N = 168) examined how motivations for film consumption based on pleasure (hedonism) and meaning (eudaimonia) are associated with moral disengagement and enjoyment of content featuring a morally ambiguous character. Findings indicate that whereas hedonic motivation positively influenced moral disengagement, eudaimonic motivation had the reverse effect. Furthermore, eudaimonic motivation had a direct positive influence on enjoyment, and the relationship between hedonic motivation and enjoyment was mediated by moral disengagement. Implications for the role of morality as it relates to individual preferences for media consumption and enjoyment are discussed.
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