Temporal and Focal Dynamics of Volitional Re-Consumption
A Phenomenological Investigation of Repeated Hedonic Experiences
Volitional re-consumption refers to consumption experiences that consumers actively and consciously seek to experience again. The authors’ inquiry focuses on hedonic experiences, whose ability to engage emotions, senses, imagination and intellect in search of their inherent satisfaction makes them prone to re-consumption.
Phenomenological interviews centered on the re-reading of books, the re-viewing of movies and the re-visiting of geographic places, reveal the temporal and fcal dimensions of the re-consumption phenomenon and five dominant categories of re-consumption experiences therein. Consumers navigate within and between re-consumption experiences in a hyperresponsive and experientially controlled manner. Through hedonic volitional re-consumption, consumers gain an emotional luxury: richer and deeper insights into the re-consumption object itself but also an enhanced awareness of their own growth in understanding and appreciation.
Cristel Antonia Russell is with American University. Sidney J. Levy is the Coca-Cola Distinguished Professor of Marketing at the Eller College of Management, University of Arizona.
Published in the Journal of Consumer Research.