WSJ.com (sub required): "Researchers have documented this behavior among movie-watchers. In a 1999 experiment, a group of volunteers were asked to choose movies to rent from a list of 24 videos. Their options were a mix of what researchers termed 'low-brow' movies -- including 'My Cousin Vinny' and 'Groundhog Day' -- and 'high-brow' offerings, such as 'Schindler's List' or the subtitled 'Like Water for Chocolate.' The researchers found that when people chose movies to watch the same day, they often picked comedies or action films. But when they were asked to pick movies to watch at a later date, they were more likely to make 'high-brow' selections."