1985/12/01 by Philip Palmgreen, J.D. Rayburn · 2 citations
Business, Management and Accounting · Social Sciences · Psychology · Mathematics · #Customer Service Quality and Loyalty #Consumer Behavior in Brand Consumption and Identification #Digital Marketing and Social Media #Gratification #Expectancy theory #Psychology #Operationalization #Value (mathematics) #Social psychology #Multilevel model #Mass media #Regression analysis #Advertising #Statistics #Mathematics
paper · doi:10.1080/03637758509376116
openalex publication_date 1985/12/01 · openalex created_date 2025/10/10 · openalex updated_date 2026/07/29
A largely neglected variable in mass media theory and research is media satisfaction. This is particularly true of uses and gratifications research, where the concept is mentioned frequently but few attempts have been made at operationalization. This study compares the abilities of six alternative gratification/expectancy‐value models to predict satisfaction with television news. The results of correlational and hierarchical regression analysis emphasize the important influence of gratifications obtained from the television news experience on viewer satisfaction levels. They also reveal the weakness of GS‐GO discrepancy models as compared to more straightforward gratification/expectancy‐value models.