The study, in collaboration with the Tepper School of Business at Carnegie Mellon University and Fox School of Business at Temple University, reveals that viewers prefer to binge-watch certain types of programming over others. They’re also more likely to pay to watch shows consecutively and/or wait to be able to consume more than one episode at a time.

一项与卡内基梅隆大学泰珀商学院和天普大学福克斯商学院合作的研究显示，观众更喜欢一口气看完某些类型的节目。他们也更有可能付费连续观看节目，或者等待能够一次观看多集。

“We find that the notion of a show being so interesting that it just sucks people in and they can’t pull away is not the whole story,” said study coauthor Uma Karmarkar, assistant professor of marketing and innovation at UC San Diego’s Rady School of Management and School of Global Policy and Strategy. “Binge-watching can have a negative connotation, like binge eating or binge drinking. It is generally seen as impulsive, maybe problematic, but certainly very indulgent. However, media consumption is more complex. Binge-watching is not always about a failure of self-control; it can also be a thoughtful preference and planned behavior.”

研究报告的合著者、加州大学圣地亚哥分校雷迪管理学院和全球政策与战略学院市场营销与创新助理教授乌玛·卡玛卡尔说:“我们发现，一个节目太有趣了，以至于它吸引了人们，让他们无法自拔，但这并不是全部。刷剧可能有负面含义，就像暴食或酗酒一样。它通常被认为是冲动的，可能有问题，但肯定是非常放纵的。然而，媒体观看更为复杂。刷剧并不总是自我控制的失败;它也可能是一种深思熟虑的偏好和有计划的行为。”

The paper that is forthcoming in "The Journal of Experimental Psychology: Applied" finds that people tend to plan to binge shows they perceive to be more sequential and connected — those that have an overarching narrative. These include media like “Bridgerton,” “The Handmaid’s Tale,” “Stranger Things” and others, which are consumed consecutively, as compared to series with episodes perceived as independent of one another. Such examples include “Law and Order: SVU” or reality competition shows, like “Chopped.”

即将发表在《实验心理学杂志：应用》上的论文发现，人们倾向于计划狂看那些他们认为更连贯、更有联系的节目——那些有一个总体叙事的节目。这些媒体包括《布里奇顿》(Bridgerton)、《使女的故事》(The Handmaid’s Tale)、《怪奇物语》(Stranger Things)等，它们是连续观看的，而连续剧的剧集被认为是相互独立的。这样的例子包括《法律与秩序：特殊受害者》(Law and Order: SVU)或真人秀竞赛节目，比如《切碎》(剁碎)。

However, the authors do find that no matter how bingeable a show is, viewers are much less likely to plan to watch multiple episodes if the streaming service or channel features commercials.

然而，作者确实发现，无论一个节目多么有吸引力，如果流媒体服务或频道有广告，观众就不太可能计划看多集。

In addition, the findings suggest that genre alone isn’t a good predictor of a desire to binge. The authors find that documentary series — if they have a consecutive story line — can be just as bingeable as fictional series, illustrating a consistent model that extends into the field of “edutainment” programming.

此外，研究结果还表明，单看电影类型并不能很好地预测放纵的欲望。作者发现，纪录片系列——如果它们有一个连续的故事线——可以和虚构系列一样有吸引力，这说明了一种延伸到“寓教于乐”节目领域的一致模式。

Programming descriptions can influence what people plan to binge

编译描述可以影响人们计划放纵的内容

This research also demonstrates that how shows are described and marketed to consumers can impact what they plan to binge and not binge.

这项研究还表明，如何描述和向观看者推销电视剧会影响他们计划放纵或不放纵的内容。

“We find increased plans to binge can be triggered by merely framing content as more sequential vs. independent, which suggest that media companies can strategically emphasize content structure to influence consumer decisions and media viewing styles,” said study first author, Joy Lu, assistant professor of marketing at Carnegie Mellon’s Tepper School of Business.

该研究的第一作者、卡内基梅隆大学泰珀商学院市场营销学助理教授乔伊·卢(Joy Lu)说:“我们发现，仅仅通过将内容划分为顺序与独立，就可以引发越来越多的放纵计划，这表明媒体公司可以战略性地强调内容结构，以影响观看者的决定和媒体观看风格。”

The findings can be valuable to entertainment companies because they can be instrumental in helping them with market research, Karmarkar added.

卡马卡补充说，这些发现对娱乐公司来说很有价值，因为它们可以帮助他们进行市场研究。

“Viewing platforms could launch consumer surveys to get a sense for how likely a viewer would be to plan their schedule around binging a certain show,” she said. “This is important because streaming media companies don’t necessarily only want you to binge-watch on their platform. If you log back in at different times, you might see different ads, you may build loyalty to brand, and perhaps you keep your subscription longer. It could be beneficial for companies to want some of their content to be more bingeable and other content to be more spread out.”

她说:“观看平台可以开展观看者调查，以了解观众在观看某个节目时计划日程的可能性有多大。”这一点很重要，因为流媒体公司不一定只想让你在他们的平台上刷剧。如果你在不同的时间登录，你可能会看到不同的广告，你可能会建立对品牌的忠诚度，也许你会延长你的订阅时间。对于公司来说，希望自己的一些内容更有吸引力，而其他内容更分散，这可能是有益的。”

Robust findings also have important implications for online education consumption

强有力的研究结果也对在线教育消费具有重要意义

The paper included multiple studies involving hundreds of participants that replicated results and also revealed new findings. The paper’s first experiment showed that people can and do actually plan their binging. The authors surveyed people online, asking them to think about how they would plan to watch a show they wanted to stream. Participants were asked to then create a calendar over the next six days, which let the authors see whether they would stack episodes together or spread them out. Most people created “clumpy” viewing plans, involving binging multiple episodes at a time. But they didn’t stack all the episodes on one day, offering a different view of binging than the one predicted by a lack of self-control.

这篇论文包含了涉及数百名参与者的多项研究，这些研究重复了结果，也揭示了新的发现。该论文的第一个实验表明，人们可以而且确实计划了自己的暴饮暴食。作者在网上调查了人们，让他们考虑如何观看他们想要的流媒体节目。然后，参与者被要求在接下来的六天里制作一个日历，让作者看看他们是把情节堆叠在一起还是分散开来。大多数人制定了“笨拙”的观看计划，包括一次看多集。但他们并没有把所有的情节都集中在一天，这与缺乏自制力所预测的暴饮暴食不同。

Another study gave participants a list of the top 100 television streaming series and asked half of them to classify the shows as more or less “bingeable” and the other half to classify the shows as independent vs. sequential. Not surprisingly, combining this data found that shows rated as highly bingeable were also rated as more sequential.

另一项研究向参与者提供了前100名电视流媒体连续剧的清单，并要求其中一半的人将这些节目分类为“可观看”，另一半则将这些节目分类为独立节目和连续节目。毫不奇怪，综合这些数据发现，被评为高度可观看的节目也被评为更有连贯性的节目。

But the differences in plans to binge independent and sequential media were also replicated in how people approach streaming media in the form of online education courses. A separate experiment revealed that people are more likely to plan to binge a Coursera class if it is perceived to be more sequential. Taking this one step further, the authors analyzed real-world data from the Coursera platform and found that these plans to binge-learn accurately predicted viewing behavior in enrolled students.

但是，在人们以在线教育课程的形式对待流媒体的方式上，人们放纵在独立媒体和顺序媒体计划上的差异也得到了复制。另一项实验显示，如果人们认为Coursera的课程更有顺序，他们就更有可能计划放纵。在此基础上，作者进一步分析了Coursera平台上的真实数据，发现这些疯狂学习的计划准确地预测了注册学生的观看行为。

The findings also resolve an apparent conflict with previous literature that finds that people often prefer to savor good experiences by delaying them and deriving additional pleasure from anticipation or spreading them out over time. The authors suggest that the prior work on this issue mostly involved independent experiences, such as going out to eat or going on vacations, which their theory also predicts would be “less bingeable.”

这一发现还解决了与先前文献的一个明显冲突，即人们通常更喜欢通过推迟美好的经历，并从预期中获得额外的快乐，或者随着时间的推移而分散它们。作者认为，之前关于这个问题的研究大多涉及独立的经历，比如出去吃饭或度假，他们的理论也预测这些经历会“不那么容易陷入暴饮暴食中”。