Post-series depression: scale development and validation

Abstract

Purpose The purpose of this paper is to report the development and validation of a scale for measuring “post-series depression” (PSD), a concept that describes the feelings of melancholy and longing that can occur when an individual’s all-consuming film or screen product comes to an end. Although largely ignored by academic research in the arts and leisure (A&L) domain, PSD has received wide coverage in grey literature concerning the termination of certain film or TV series. Design/methodology/approach Exploratory interviews were conducted with fans of a range of A&L products. Questionnaire surveys then examined the relationships between PSD, nostalgia and emptiness, and between PSD, binge-watching and compulsive consumption. Findings A 15-item scale to measure PSD was developed and its reliability demonstrated. Research limitations/implications The study was conducted within an A&L context. It only examined the abovementioned variables and no other potentially relevant psychological and behavioural considerations (e.g. audience involvement, narcissism and social anxiety). Practical implications The scale will be useful for investigating the marketing implications of fanship and its connections with addictive behaviour. It will help marketers when segmenting A&L markets, in understanding how to extend the period during which audiences purchase screen product-related memorabilia and to know how to market binge-watching-related items (e.g. box sets, clothing, books, theatre tickets and film studio visits). Originality/value This paper provides a rigorous examination of the concept of PSD and presents a scale for its measurement.