This theory recognises the decision making processes of the audience themselves, rather than being influenced by opinion leaders or the source itself. Essentially, individuals sought out particular pleasures, uses and gratifications from individual media texts, which can be categorised as:
- information / education
- empathy and identity
- social interaction
- entertainment
- escapism
| Georgio Armani Aftershave | Tiffiny & Co Ring | My product – Jewellery | |
| Understanding Self | Helps you discover your perfect scent | This ring will make you want to get married | Helps you discover the styles of jewellery you like and/or suit |
| Enjoyment | You will smell nicer to you and others around you | If you buy this ring for you life you will have a better marriage | Can mix and match different necklaces to create different looks |
| Escapism | you will have a better, more secure life | | |
| Knowledge about the world | | | |
| Self confidence and self esteem | You will feel more confident around women | This ring will make you look like marriage-material | Jewellery will make you feel more confident and put together |
| Strengthen connections with family and/or friends | Buying this will make you more attractive to women | When bought as an engagement ring, strengthens relationship with fiancé | Can be given as a gift which will strengthen relationships between friends and family |
| Other |