Abstract
Target audience ratings of the likely impact of persuasive messages, known as perceived message effectiveness (PME), are commonly used during message development and selection. PME is also used to examine receptivity of messages after they are fully developed or deployed. Despite this, we know little about the conceptual and methodological characteristics of extant PME measures used in the literature. We conducted a systematic review of tobacco education video, print, and audio campaign studies to examine conceptual and methodological characteristics of PME measures. One hundred twenty-six PME measures from 75 studies conducted in 21 countries with more than 61,000 participants were reviewed. Results indicated considerable variability in measures’ focus on general perceptions of a message (i.e., message perceptions) vs. perceptions of expected message effects (i.e., effects perceptions). Considerable variability was also found on underlying persuasive constructs, use of referents, and referencing of behavior in PME items and measures. We conclude with several recommendations for future research on PME measurement and validation.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 295-313 |
| Number of pages | 19 |
| Journal | Communication Methods and Measures |
| Volume | 12 |
| Issue number | 4 |
| DOIs | |
| State | Published - Oct 2 2018 |
Bibliographical note
Funding Information:Research reported in this publication was supported by R03DA041869 from the National Institute on Drug Abuse and the FDA Center for Tobacco Products (CTP). The content is solely the responsibility of the authors and does not necessarily represent the official views of the NIH or the Food and Drug Administration.
Funding Information:
Research reported in this publication was supported by R03DA041869 from the National Institute on Drug Abuse and the FDA Center for Tobacco Products (CTP). The content is solely the responsibility of the authors and does not necessarily represent the official views of the NIH or the Food and Drug Administration. We thank Diane Francis for her contributions to this work.We also thank Adam Saffer for assistance with network figure creation.
Publisher Copyright:
© 2018, © 2018 Taylor & Francis Group, LLC.