Modality Congruence, Multiple Resource Theory and Intermedia Broadcast Comparisons: An Elaboration
Journal of AdvertisingPublished 1 June 1992
James H. Leigh
Citations27
SJR quartileQ1
SJR score4.46
SNIP2.89
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Abstract
Abstract Relevant research literature and theoretical bases on the effects of message congruence among multiple stimulus modalities are reviewed to demonstrate the importance of modality congruence to the subject of comparisons between TV and radio broadcast media, in part in response to a comment article by Smith and Buchholz (1991). Refinements and extensions to Multiple Resource Theory are offered and suggestions for research provided.
Keywords
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