ERIC Number: ED234446
Record Type: RIE
Publication Date: 1983-May
Reference Count: 0
Expectancy-Value Measures of Audience Uses and Gratifications for Media Content.
Blood, R. Warwick; Galloway, John J.
To test whether the number of times viewers watch a television program correlates positively with (1) original expectancy-value measures (EV)--expectations of pleasant outcomes--or (2) changes in EV measures of gratifications, 117 Australian boys in grade 7 were interviewed and given a questionnaire on their responses to specific television programs. In the questionnaire, respondents were asked to rate the degree they expected to laugh, relax, be thrilled, learn things, forget problems, see people they liked, see justice done, or view things they could later talk about when they watched a television program. They were then asked to rate the attractiveness of these outcomes. Results indicated a positive relationship between EV measures of gratifications from television programs and the tendency to watch those programs at a later time. More specifically, findings showed that mean EV ratings obtained from an early viewing increased with subsequent viewings of the program and that changes in EV ratings after viewing a program were positively associated with later viewing behavior. In addition, viewing interest was more likely to be maintained if gratifications were both highly expected and highly valued. (MM)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Note: Paper presented at the Annual Meeting of the International Communication Association (Dallas, TX, May 26-30, 1983).