Peer reviewedERIC Number: EJ253633
Record Type: Journal
Publication Date: 1981-Oct
Pages: N/A
Abstractor: N/A
ISBN: N/A
ISSN: N/A
EISSN: N/A
Expectancy Theory in Media and Message Selection.
Van Leuven, Jim
Communication Research--An International Quarterly, v8 n4 p425-34 Oct 1981
Argues for reversing emphasis on uses and gratifications research in favor of an expectancy model which holds that selection of a particular medium depends on (1) the expectation that the choice will be followed by a message of interest and (2) the importance of that message in satisfying user's values. (PD)
Descriptors: Communication (Thought Transfer), Expectation, Mass Media, Media Research, Media Selection, Models, Theories, Use Studies, Values
Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Grant or Contract Numbers: N/A
