Managerial effectiveness can improve if managers make appropriate media choices.
Thus, it is important to study how Air Force managers perceive media and what kind of choices they are making based on those perceptions. Media Richness Theory suggests that media choices are affected by content reasons, situational reasons, and symbolic reasons. This study examined Air Force managers and found they conform highly with Media Richness Theory in their media choices. However, higher level managers did not conform better than lower level managers as MRT would suggest. This study supports Media Richness Theory and the model used to apply it.