Multiple Resource Theory II

Abstract

Multiple resource theory proposes that attention is a process of resource allocation. These resources may be shifted among different modalities and information-processing tasks. This study investigated whether selective attention to a particular television modality results in different levels of attention to the visual and auditory modalities. Two independent variables manipulated selective attention—the modality with the most information (audio or video) and viewers' instructed focus (audio or video). These variables were fully crossed in a within-subjects experimental design. Attention levels were investigated by measuring reaction times to cues in each modality (audio tones and color flashes). All five manipulation checks suggest that subjects were able to focus on a particular message channel. Reactions to cues were faster, however, when the audio channel contained the most information and when viewers focused on the audio channel. These results suggest a common pool of limited attentional resources and therefore bimodal attention.