Gordon,George N. Communications & Media: Constructing a Cross-Discipline. New York: Hastings House, 1975. 209 pp. $12.50 |
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| Authors: | John D. Leckenby |
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| Affiliation: | University of Illinois , Urbana-Champaign , USA |
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| Abstract: | A laboratory experiment was conducted to examine the impact of ego state congruity, as defined by transactional analysis, among three elements in an ad: vehicle, ad message, and product. The data support the notion that the greater the number of congruent elements, the higher the recall. A partial replication was conducted which supported this finding. |
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