Synergy is ;i concept that many communication professionals believe in, but demonstrating synergy effects in the ktboratory or field settings to identify how synergy operates has proved elusive. A set of experiments was conducted to test tiie existence of different synergy effects as well as to compare the information-processing model of synergy with thac 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 utidersynergistic conditions formed brand attitudes through the cenrral processing route, whereas people under repetitive conditions formed brand attitudes through the peripheral route. The implementations of these findings are disiussc-d.
