Is there social science research on the habits of movie-renters?

I've just started exploring the Netflix data -- and want to use it to look into the habits of folks who rent movies regularly. There's a lot of work on collaborative filtering algorithms and other "recommendation" systems that goes on in Computer Science departments.

But does anyone know of any academic work that was done documenting the behavior patterns exhibited by movie-renters? Questions such as:

• Is the renting behavior exhibited by families different from that of individuals?
• How does liking or disliking a movie affect the next movie that person or family rents?
• What role does the social network play? What about advertisements?

Anything that anyone knows will be much appreciated.