Multiple Resource Theory and Consumer Processing of Broadcast Advertisements: An Involvement Perspective.

In an attempt to reconcile past modality research, Leigh (1991) used Multiple Resource Theory while emphasizing the role of audio/visual congruency and task difficulty. This paper provides an alternative interpretation by reviewing Multiple Resource Theory from an involvement perspective. Past modality studies are organized and integrated based on the level of consumer involvement in the stimulus ad. Empirical findings are shown to be highly consistent with this approach. Suggestions for future modality research are presented. [ABSTRACT FROM AUTHOR]

Copyright of Journal of Advertising is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)