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Ever wondered why you go back and listen to the same song again and again when already perhaps know the lyrics by heart, and why is it that you can't resist watching a favorite movie even when you know the story and have already watched it enough number of times?

Well, researchers now have an answer. Apparently, we get the same result every time we hear a song or watch a movie and we can't resist it.

This means, we already know what to expect while repeatedly listening to our favorite song. For example, we know what lyrics are next and what instrument is playing next and the likes, and hence we can look forward to certain things which bring us pleasure, reports Medical Daily. Also, while viewing or watching something again, chance are that we may be able to unfold some new details about a song or a funny nuance in the series that we may have missed during the last viewing or listening.

This kind of behavior of returning to known episodes or songs is named "re-consumption" by Cristel Russell, PhD, from the Kogod School of Business at American University.

The re-consumption behavior in people is very beneficial and important for the Television industry, because the television shows make millions of dollars through syndication alone. A series that is broadcast in one channel can be seen on two or three other channels because of the re-consumption tendency in people.

While for viewers, reruns are an opportunity to catch their favorite episode again, it plays an important role for business and marketing for television industry.

Another reason behind re-consumption is nostalgia. However, the report says that there is more to that habit than simply revisiting the past.

When people from New Zealand and America were interviewed, researchers found that apart from nostalgia, the growth between viewing experiences was another reason for re-consumption. While a person might have liked a show or song as a child, when they grow up and watch the same thing, they appreciate different aspects of the same show as an adult.