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.

摘要

在消息开发和选择过程中，通常使用目标受众对说服性消息的可能影响的评级，即感知消息有效性（PME）。PME还用于检查消息完全开发或部署后的接收能力。尽管如此，我们对文献中使用的现有PME措施的概念和方法学特征了解甚少。我们对烟草教育的视频，印刷品和音频运动研究进行了系统的审查，以检查PME措施的概念和方法学特征。回顾了21个国家/地区的75项研究中的126种PME措施，参与者超过61,000。结果表明，在针对消息的一般感知（即消息感知）与度量的关注程度上，度量的差异很大。预期消息效果的感知（即效果感知）。在潜在的说服性结构，指称的使用以及对PME项目和测度的行为的指称中也发现了相当大的可变性。最后，我们提出了一些有关PME测量和验证未来研究的建议。