13-H: the Consumption of Digital Live Content: How Live Streaming Enhances Interest in Uninteresting Content

We investigate the psychological benefits of viewing digitally live streamed content, particularly content normally considered uninteresting to watch. Using an online video platform, we propose and find that compared to prerecorded content, live streamed content increases consumers’ intention to join in on uninteresting activities because live experiences make mundane activities feel more social.



Citation:

Daniel He, Jonathan Hurwitz, and Ran Kivetz (2017) ,"13-H: the Consumption of Digital Live Content: How Live Streaming Enhances Interest in Uninteresting Content", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1033-1033.

Authors

Daniel He, Columbia University, USA
Jonathan Hurwitz, Columbia University, USA
Ran Kivetz, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

D6. How to Boast Appropriately When Word of Mouth Flows Internationally?

Xingyu Wang, Huazhong University of Science and Technology, China
Yaping Chang, Huazhong University of Science and Technology, China
Jun Yan, Huazhong University of Science and Technology, China

Read More

Featured

Teaching Consumer Resistance in Jamaica: Subvertising in Action

Michelle Renee Nelson, University of Illinois at Urbana-Champaign, USA
Yanyun (Mia) Wang, University of Illinois at Urbana-Champaign, USA
Kathy Tian, University of Illinois at Urbana-Champaign, USA
Gail Ferguson, University of Illinois at Urbana-Champaign, USA
Rachel Powell, CDC Foundation
Candace Wray, University of West Indies

Read More

Featured

How the Unconstructed Identity Relieves Consumers of Identity-Relevant Consumption

Tracy Rank-Christman, University of Wisconsin - Milwaukee, USA
Lauren Poupis, Iona College

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.