A Social Cognitive Theory of Internet Uses and Gratifications: Toward a New Model of Media Attendance

Explaining and analyzing audiences: A social cognitive approach to selectivity and media use

“…The results of an empirical study by Larose and Eastin (2004) to test a new model of media attendance within the framework of SCT both affirm the U and G paradigm according to Larose and Eastin (2004) and extend it to a theory of media attendance grounded in SCT. By instituting new operational measures of expected gratifications, it was possible, according to Larose and Eastin (2004), to predict media consumption to an unprecedented degree, and new variables from SCT improved the explanatory power of gratifications, reconstructed as outcome expectations.…”

“…By instituting new operational measures of expected gratifications, it was possible, according to Larose and Eastin (2004), to predict media consumption to an unprecedented degree, and new variables from SCT improved the explanatory power of gratifications, reconstructed as outcome expectations. According to LaRose and Eastin (2004), outcome expectations reflect current beliefs about the outcomes of prospective future behavior, but are predicated on comparisons between expected incentives and incentives attained in the past. Outcome expectations, defined as judgments of the likely consequences of behavior (Bandura, 1997), provide incentives for enacting behavior, while expectations of aversive outcomes provide disincentives (Bandura, 1986).…”

“…However, according to LaRose and Eastin (2004), expectations are also shaped by vicarious learning, based on observations of the experiences of others. Another important determinant of behavior according to LaRose and Eastin (2004) is self-efficacy, or belief in one's capability to organize and execute a particular course of action (Bandura, 1997).…”

“…Another important determinant of behavior according to LaRose and Eastin (2004) is self-efficacy, or belief in one's capability to organize and execute a particular course of action (Bandura, 1997). Those who perceive themselves to be highly efficacious with reference to a particular task will invest sufficient levels of effort to achieve successful outcomes, whereas those with low levels of self-efficacy will not persist.…”

“…Those who perceive themselves to be highly efficacious with reference to a particular task will invest sufficient levels of effort to achieve successful outcomes, whereas those with low levels of self-efficacy will not persist. According to LaRose and Eastin (2004), humans also possess a selfregulatory capability that provides the basis for purposive action through the subfunctions of self-monitoring, judgmental process, and self-reaction (Bandura, 1986(Bandura, , 1991. Self-monitoring is the observation of one's own actions to provide diagnostic information about the impact of behavior on the self, others, and the environment (Bandura, 1991).…”