Production of Messages in Pursuit of Multiple Social Goals: Action Assembly Theory Contributions to the Study of Cognitive Encoding Processes: John O. Greene
T HIS chapter reviews the program of research on production of multiple-goal messages conducted within the framework of action assembly theory(Greene, 1984a, 1989, in press-a; Greene & Geddes, 1993). Amid the constellation of phenomena that constitute human symbolic activity, few, if any, are more ubiquitous than the multifunctionality of message behavior. It is not surprising, then, that a substantial literature addressing the multifunctional character of messages has emerged. As examples, one can point to various attempts to develop typologies of social goals (e.g., Clark & Delia, 1979; Dillard, Segrin, & Harden, 1989; Pervin, 1983), research on social and individual factors that Correspondence and requests for reprints: John O. Greene, Department of Communication, Purdue University, West Lafayette, IN 47907.