Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Organizational Channel Choice 
In the marketing communication research area, information richness theory has been a major stream of 
research surrounding the development of a rational channel choice model for making communication choice 
decisions among available communication channels. Based on theoretical and empirical works (Daft and Lengel, 
1986; 1984; Daft and Macintosh, 1981; Weick, 1979), it is proposed that the choice of communication channel 
ranges from lean to rich. Moreover, lean channels, such as memos and other written documents, do not carry as 
many communication cues as rich channels, such as face-to-face conversation, where immediate feedback and a 
wide variety of communication cues are available to both the sender and receiver of the respective message. This 
theory further posits that managers will choose rich media for addressing problems of ambiguity, while lean media 
are appropriately selected to deliver factual information that serves to reduce uncertainty in managerial decisions 
(Daft, Lengel, and Trivino, 1987).
Information richness theory was a prescriptive model in which achieving a match between information 
processing requirements and communication channels was posited as essential for organizational effectiveness (Daft 
and Lengel, 1986). Gradually, it came to be understood as a descriptive theory of how employees and managers 
make media choices (Daft et al. 1987; Russ, Daft and Lengel, 1990; Trevino, Daft, and Lengel, 1987). Originally 
developed for traditional means of intra-organizational communication, such as face-to-face meetings, telephone 
conversations, interoffice memos, and printed reports, information richness theory has been extended to new 
communication media, including e-mail (Trevino et al., 1987). Daft and Lengel (1986) argued that communication 
transactions that can overcome different frames of reference or clarify ambiguous issues to change issues in a timely 
manner are rich, and those that require a long time to enable understanding or that cannot overcome different 
perspectives are lean. Information richness theory suggests that intra-organizational communication can be ordered 
on a continuum from leanest to richest as follows: (1) numeric documents, (2) impersonal written documents, (3) 
personal letters or memos, (4) telephone, and (5) face-to-face meetings. Lean communication media, including e-
mail, memos, and letters, might be appropriate for routine, analyzable tasks such as communicating rules, standard 
operating procedures, plans, and schedules. However, lean media lack a personal focus and the ability to transmit 
nonverbal cues and provide immediate feedback (Rice, 1991; Trevino, et al., 1987).