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Hot gratifications sought vs. cold expectancy value judgments in explaining and predicting mobile communication technology use

Leenheer, R. (2008) Hot gratifications sought vs. cold expectancy value judgments in explaining and predicting mobile communication technology use.

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Abstract:	This study examined the nature of the relationship between expectancy-value judgments and gratifications sought within the context of mobile communication technology use. The results of this study support the notion by Babrow and Swanson (1988) that it is unlikely expectancy-value judgments and gratifications sought are simply alternative measures of exactly the same underlying construct. Results show that within the context of mobile communication technology, expectancy-value judgments and gratifications sought are highly related but distinctly different. Expectancy-value judgments have a stronger effect on attitude, but they have a far less strong effect on intention and usage compared to the effects of gratifications sought on attitude, intention and usage. This seems to confirm the notion that expectancy-value judgments represent only ‘cold’ cognitive beliefs whereas gratifications sought combine these with ‘hot’ affective responses
Item Type:	Essay (Bachelor)
Faculty:	BMS: Behavioural, Management and Social Sciences
Subject:	05 communication studies
Programme:	Psychology BSc (56604)
Link to this item:	http://purl.utwente.nl/essays/58826
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