Post-series depression: scale development and validation

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.