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Synergy is a concept that many communication professionals believe in, but demonstrating synergy effects in the laboratory or field settings to identify how synergy operates has proved elusive. A set of experiments was conducted to test the existence of different synergy effects as well as to compare the information-processing model of synergy with that of repetition. As a result, television-Web synergy leads to significantly higher attention, higher perceived message credibility, and a greater number of total and positive thoughts than did repetition. Also, people under synergistic conditions formed brand attitudes through the central processing route, whereas people under repetitive conditions formed brand attitudes through the peripheral route. The implementations of these findings are discussed.
Chang et al. (2004) studied this question.