Abstract
Data for the article entitled "An investigation into modality effects in experimental vignettes." In three experiment vignette studies, the author found that richer vignette modalities (video) were more engaging and had a stronger impact on participant responses compared to less rich vignette modalities (text). Study 1 and Study 2 include variables capturing vignette modality, level of character transformational leadership, wording of the measurement, and participants' rating of the character's level of transformational leadership. Study 3 includes variables about vignette modality, participants' general level of engagement, participants' rating of level character's incivility, participants' emotional reaction and behavioral intentions for each of the seven scenarios.