It’s one of the biggest moneymakers for Hollywood and its media empire: reruns. Reruns of television shows and movies allow for people to watch their favorite moments over and over again. But why do people do it? What drives so much consumer motivation to enjoy the same activity repeatedly? Researchers have determined that the “re-consumption” as she calls it, is due to the guaranteed outcome, the enhanced viewing that results from the repeated action, or the rediscovery of subtle details.