Modality Congruence, Multiple Resource Theory and Intermedia Broadcast Comparisons: An Elaboration

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.