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

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.