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The Temporal and Focal Dynamics of Volitional Reconsumption: A Phenomenological Investigation of Repeated Hedonic Experiences

Cristel Antonia Russell and Sidney J. Levy
Journal of Consumer Research
Vol. 39, No. 2 (August 2012), pp. 341-359
Published by: Oxford University Press
DOI: 10.1086/662996
Stable URL: http://www.jstor.org/stable/10.1086/662996
Page Count: 19
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The Temporal and Focal Dynamics of Volitional Reconsumption: A
                    Phenomenological Investigation of Repeated Hedonic Experiences
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Abstract

Volitional reconsumption refers to experiences that consumers actively and consciously seek to experience again. Phenomenological interviews centered on the rereading of books, the rewatching of movies, and the revisiting of geographic places reveal the temporal and focal dimensions of hedonic volitional reconsumption phenomenon and five dominant categories therein. Consumers navigate within and between reconsumption experiences in a hyperresponsive and experientially controlled manner. The dynamics in time and focus fueled by the reconsumed object allow emotional efficiency, as consumers optimize the search for and attainment of the emotional outcomes sought in volitional reconsumption, and facilitate existential understanding, as the linkages across past, present, and future experiences enable an active synthesis of time and promote self-reflexivity. Consumers gain richer and deeper insights into the reconsumption object itself but also an enhanced awareness of their own growth in understanding and appreciation through the lens of the reconsumption object.

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