Once and Again: Repeated Viewing Affects Judgments of Spontaneity and Preparation.

Reality is fleeting, and any moment can only be experienced once. Rewatching a video, however, allows people to repeatedly observe the exact same moment. We propose that people may fail to fully distinguish between merely observing behavior again (through replay) from that behavior being performed again in the exact same way. Using an assortment of stimuli that included auditions, commercials, and potential trial evidence, we demonstrated through nine experiments ( = 10,412 adults in the United States) that rewatching makes a recorded behavior appear more rehearsed and less spontaneous, as if the actors were simply precisely repeating their actions. These findings contribute to an emerging literature showing that incidental video features, like perspective or slow motion, can meaningfully change evaluations. Replay may inadvertently shape judgments in both mundane and consequential contexts. To understand how a video will influence its viewer, one will need to consider not only its content, but also how often it is viewed.