Abstract
Background: The present study’s main aim was to determine the predictors of movie rewatchability and recommendations. Methods: Using a sample of 318 participants, we first tested the structure of a gratification scale from watching a movie. Then, we examined the role of age, need for cognition, need for affect, extraversion, and emotional gratifications, in predicting individuals’ interest in rewatching the movie and in making recommendations. Results: As in the original proposal of the emotional gratification scale, the following dimensions were identified: fun, thrill, empathic sadness, release of emotions, social sharing, contemplative experiences, and character engagement, with acceptable model fit and reliability, convergent and divergent validity. Social sharing, contemplate experiences, need for affect and age were significant predictors of movie recommendation; whereas social sharing, thrill, extraversion, and age contributed most to explaining rewatching interest. Conclusion: This study highlights the importance of considering distinct gratifications and individual differences in predicting rewatching and movie recommendation.
Highlights
Several theories have been developed to explain why we watch movies and to predict the appeal of entertainment experiences
The size of 318 is adequate for the confirmatory factor analysis (CFA), and sufficient for the multiple linear regression analysis (MLRA), based on a priori sample size estimation indicating that a minimum of 179 participants would be required, considering conventional Cohen’s medium effect sizes (f 2 = 0.15), power of 0.95, p < 0.05, and maximum of 11 predictors
In our first CFA, we found that the 7-factor model with 28 items did not sufficiently fit the data in our sample (χ2/df = 3.34, Comparative Fit Index (CFI) = 0.85, SRMR = 0.093, Root Mean Square Error of Approximation (RMSEA) = 0.09, 90% CI 0.080–0.092)
Summary
Several theories have been developed to explain why we watch movies and to predict the appeal of entertainment experiences. The gratification model [1] emphasizes the importance of emotions, either directly, by being gratifying experiences per se; or indirectly, by contributing to social and cognitive needs. Regardless of the valence of emotions, it is important to note the arousal or thrill the movies elicit [1] Theoretical models, such as the mood management theory, highlighted the preference of individuals to select the type of movie that are expected to maintain or maximize pleasurable states and achieve optimal levels of arousal. Results: As in the original proposal of the emotional gratification scale, the following dimensions were identified: fun, thrill, empathic sadness, release of emotions, social sharing, contemplative experiences, and character engagement, with acceptable model fit and reliability, convergent and divergent validity. Contemplate experiences, need for affect and age were significant predictors of movie recommendation; whereas social sharing, thrill, extraversion, and age contributed most to explaining rewatching interest. Conclusion: This study highlights the importance of considering distinct gratifications and individual differences in predicting rewatching and movie recommendation
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