Dillard James Price, Ye Sun
Department of Communication Arts & Sciences, The Pennsylvania State University, University Park, Pennsylvania 16802, USA.
J Health Commun. 2008 Mar;13(2):149-68. doi: 10.1080/10810730701854060.
To gain a sense of the persuasive efficacy of a message prior to implementation of a campaign, researchers often gather judgments of perceived effectiveness (PE). At present, they do so without much knowledge of the conceptual meaning or empirical properties of PE. In the spirit of construct explication, we report a study intended to address a series of questions about PE. Using student (N = 155) and community samples (N = 100), we found the following: (a) PE is a two-dimensional judgment involving global evaluations of message impact and specific judgments of message attributes, but it may be reducible to a single second-order factor, (b) most individuals reported using more than one referent (i.e., person or group) when making PE judgments, but the choice of referents varies by message and judge, and (c) judgments of PE are biased upward as a function of the number of referents chosen. Suggestions are offered for enhancing the validity of PE judgments in formative campaign research.
为在开展宣传活动之前了解一则信息的说服效力，研究人员通常会收集感知效果（PE）的判断。目前，他们在这样做时，对PE的概念含义或实证属性了解不多。本着构建解释的精神，我们报告一项旨在解决一系列关于PE问题的研究。使用学生样本（N = 155）和社区样本（N = 100），我们发现如下情况：（a）PE是一种二维判断，涉及对信息影响的整体评估和对信息属性的具体判断，但它可能可归结为一个单一的二阶因素；（b）大多数人在做出PE判断时报告使用了不止一个参照对象（即个人或群体），但参照对象的选择因信息和判断者而异；（c）PE判断会随着所选参照对象数量的增加而向上偏移。文中针对在形成性宣传研究中提高PE判断的有效性提出了建议。
