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Indiana University Bloomington

Doctoral Programs

1960 Notable

From 1960-2013, we prepared nearly 1,200 men and women
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Journal Articles

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

1991, Journal of Advertising

Robert E. Smith, Laura Buchholz

Abstract

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.

Citation

Smith, Robert E. and Laura M. Buchholz (1991), “Multiple Resource Theory and Consumer Processing of Broadcast Advertisements: An Involvement Perspective," Journal of Advertising, Vol. 20, No. 3, pp. 1-7.

Notations

Lead Article

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