In the 1980s, Palmgreen and Rayburn proposed the model of gratifications sought (GS) and gratifications obtained (GO). GS are the rewards people seek from media, while GO are the rewards people receive from media.[citation needed] In their study, they found that correlations between individual GS and non-corresponding GOs were generally much lower, indicating considerable promise for a sought versus obtained conceptualization of uses and gratifications.[19]
Palmgreen et al. conducted an investigation in 1985 that provides support for a process model of uses and gratifications based upon an expectancy-value approach.[20] Results of the study supported the hypothesis that gratifications obtained are strongly related to the beliefs about media attributes but are not related to evaluations of those attributes. Further, the results demonstrated that gratifications sought and obtained may be measured at the same level of abstraction, contrary to earlier speculation.