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This chapter discusses a wide range of arguments that critically reflects on the use of experiments as method in visual strategic communication research. Methodological improvements and additional psychological research are needed in the interpretation of multimodal messages to facilitate the development of valid measures of content in research. The chapter presents a brief overview of controlled This chapter discusses a wide range of arguments that critically reflects on the use of experiments as method in visual strategic communication research. Methodological improvements and additional psychological research are needed in the interpretation of multimodal messages to facilitate the development of valid measures of content in research. The chapter presents a brief overview of controlled
