Why do we like to watch over and over again the rerun of certain movies and television series , repeatedly reread a book, listen to a certain song a hundred times or repeat the same holiday destination year after year? Cristel Russel, Professor of Marketing at the American University of Washington (USA), has analyzed the science behind this widespread phenomenon. And he has come to the conclusion that behind the habit of reconsumption – understood as the "active, voluntary, desired consumption of the same experience repeatedly" – there are five purposes: regressive, progressive, reconstructive, relational and reflective. In other words, according to Russell, what pushes us to see reruns in the cinema or to return to the same tourist destination is not a feeling of nostalgia, but much more complex psychological mechanisms.
"Consumers get richer and deeper experiences when they watch a movie rerun or reread a novel," the authors explain. But, in addition, this phenomenon helps to be more aware of the passage of time and to link past, present and future experiences; as well as to reflect on ourselves. Added to this is that re- consumption can be more efficient (and satisfying) emotionally than looking for new experiences , as the researchers conclude in the Journal of Consumer Research .
