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Schema Theory Compared to Text-Centered Theory as an Explanation for the Readers' Understanding of a Business Message

Arizona State University

Larry R. Smeltzer

Arizona State University

To better understand what variables affect reader understanding of business writing, schema theory was compared to text-centered theory. Levels of readers' knowledge represented schema theory while message coherence represented text- centered theory. Newly developed instruments measured background knowledge and reader understanding. Text reading material was also developed. The research design consisted of a 2 x 2 factorial with business and nonbusiness subjects. The primary conclusion is that background knowledge (schema theory) affected a reader's ability to understand business communication. However, coherence (text-centered theory) did not affect understanding. Because coherence is only one textual quality, this study demonstrates the importance of additional research on the variables that affect reader understanding.

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