MERGING USES AND GRATIFICATIONS AND EXPECTANCY-VALUE THEORY

Abstract

This investigation provides support for a process model of uses and gratifications based upon an expectancy-value approach. Results of the study supported the hypothesis that gratifications obtained are strongly related to the beliefs about media attributes but are not related to evaluations of those attributes. Also, the belief X evaluation products are correlated with gratifications obtained. When controls were instituted for certain intervening variables posited by the model, the hypothesized reductions in various relationships occurred. The model has significant implications for media consumption processes. Further, the results demonstrated that gratifications sought and obtained may be measured at the same level of abstraction, contrary to earlier speculation.