Schema Theory Compared to Text-Centered Theory as an Explanation for the Readers' Understanding of a Business Message

To better understand what variables affect reader understanding of businesswriting, schema theory was compared to text-centered theory. Levels of readers'knowledge represented schema theory while message coherence represented text-centered theory. Newly developed instruments measured background knowledgeand reader understanding. Text reading material was also developed. Theresearch design consisted of a 2 x 2 factorial with business and nonbusinesssubjects. The primary conclusion is that background knowledge (schema theory)affected a reader's ability to understand business communication. However,coherence (text-centered theory) did not affect understanding. Because coherenceis only one textual quality, this study demonstrates the importance of additionalresearch on the variables that affect reader understanding.