ABSTRACT Perceived message effectiveness (PME) measures have been used in persuasive message pretesting to diagnose differences between messages in actual message effectiveness (AME). This practice has been underwritten by pointing to positive correlations between individuals’ PME and AME scores. This essay argues that such correlations do not – and cannot – show that messages’ relative standing on PME matches their relative standing on AME, and thus correlations between individuals’ PME and AME scores are irrelevant to the question of whether PME assessments accurately identify relatively more effective messages. Only correlations between messages’ PME and AME scores can indicate whether PME measures provide successful prediction of messages’ relative AME standing. But positive correlations between individuals’ PME and AME scores do suggest a possible repurposing of PME measures in formative research.

中文翻译：

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使用感知的说服力措施进行消息预测试：重新考虑相关证据

摘要感知消息有效性（PME）措施已用于说服性消息预测试中，以诊断实际消息有效性（AME）中消息之间的差异。通过指出个人的PME和AME得分之间存在正相关关系来支持这种做法。本文认为，这种相关性不能也不能表明邮件在PME上的相对地位与其在AME上的相对地位相匹配，因此，个人PME和AME得分之间的相关性与PME评估是否能准确地识别相对更多的问题无关。有效消息。只有消息的PME和AME得分之间的相关性才能表明PME度量是否可以成功预测消息的相对AME信誉。