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

TLDR: In this article, the authors defined and tested two gratifications sought and obtained models for predicting dependency and frequency of viewing two kinds of television news programs (the network evening news and 60 Minutes).

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.