Psychological Predictors of Television Viewing Motivation

Our objective was to explore the psychological origins of media gratifications by examining how pertinent psychological variables, based on McGuire's paradigm, help explain television viewing motivation. Hierarchical multiple regression of responses from a quota sample of 331 persons showed that psychological antecedents and control variables helped predict viewing motivation. Parasocial interaction, anxiety, creativity, and sensation seeking's disinhibition dimension were the most substantial predictors, along with television affinity and exposure. We discussed the implications of these findings.