Factor analysis and gratification constructs

Abstract

This article focuses on differences in factor analytic methods and statistical packages, and the potential impact of these differences on gratification literature. These differences are illustrated with a study that incorporated five gratification constructs and 20 items from the literature, and reanalysis of data from two previously published studies. The results suggest that some “over‐factoring”; may pervade the gratification literature. Relatively large matrices provide some protection against retention of factors potentially extraneous to the common factor model.