Model specification and theoretical development in gratifications sought and obtained research: A comparison of discrepancy and transactional approaches

Abstract

This study defines and tests two gratifications sought and obtained models. The discrepancy approach emphasizes the difference between that sought and obtained, while the transactional approach emphasizes additive effects in examining unique contributions of both sought and obtained variables. The models were contrasted in their prediction of dependency and frequency of viewing two kinds of television news programs—the network evening news and “60 Minutes.” Both models provided strong predictions in all cases, with the transactional model providing generally more powerful predictions. The transactional model was more effective in predictions concerning dependency, while an expanded discrepancy model provided the best predictions of frequency of viewing.

Notes

Lawrence A. Wenner is Associate Professor of Communication Arts, Loyola Marymount University. This research was partially supported by a Loyola Marymount University Faculty Grant.