Impacts of multimodal information on smartphones

The present research examines the impact of presentation modalities (combinations of text, video, image, animation) on the effectiveness of information provided in mobile entertainment guides. Our approach is founded upon the stimuli-organism-response model, the media naturalness theory as well as the persuasive hierarchy framework, which suggests that a certain order of effects (cognitive and emotional) occur before the final behavioural outcome (e.g., selection or purchase). Also, following the suggestions of the elaboration likelihood model (ELM), user's involvement with the content is investigated as a factor that affects information processing and decision making. The findings demonstrate that not only there is a direct effect of multimedia presentation on cognitive/emotional response and behavioural outcome but also user's involvement with the content moderates the above relationships.