The Food Media Content Gratifications Scale Conceptualization, Development, and Validation

This article conceptualized, developed, and validated the Food Media Content Gratifications (FMCG) Scale: a quantitative measure to discern what people seek (Gratifications Sought; GS) and find (Gratifications Obtained; GO) in food media content. Five studies comprised exploratory and confirmatory factor analyses, measurement invariance, convergent and discriminant validity, and test-retest reliability. Results showed a reliable and valid seven-factor scale with 32 GS & 32 GO items relating to (1) entertainment & relaxation, (2) social food connections & identity, (3) body gazing, (4) food porn, and information on (5) food cultures, (6) food & health, and (7) cooking convenience. The FMCG Scale is unique in quantitively discerning GS and GO in food media content, enabling audiences to differentiate between expected and (unintentionally) fulfilled gratifications. This robust research tool helps understand audiences' psychological processes when consuming food media content, a critical part of understanding this media consumption process that impacts food decision-making.