Bigsby Elisabeth, Cappella Joseph N, Seitz Holli H
Northeastern University.
Annenberg School for Communication, University of Pennsylvania.
Commun Monogr. 2013 Mar;80(1):1-23. doi: 10.1080/03637751.2012.739706.
Recent research has made significant progress identifying measures of the perceived effectiveness (PE) of persuasive messages and providing evidence of a causal link from PE to actual effectiveness (AE). This article provides additional evidence of the utility of PE through unique analysis and consideration of another dimension of PE important to understanding the PE-AE association. Current smokers (N =1,139) watched four randomly selected anti-smoking Public Service Announcements (PSAs). PE scores aggregated by message were used instead of individual PE scores to create a summed total, minimizing the likelihood that PE perceptions are consequences of an individual's intention to quit, supporting instead the PE→AE order. Linear regression analyses provide evidence of PE's positive and significant influence on smoking cessation-related behavioral intentions.
最近的研究在确定有说服力信息的感知效果（PE）衡量标准以及提供从PE到实际效果（AE）的因果联系证据方面取得了重大进展。本文通过对PE的另一个维度进行独特分析和考量，提供了PE效用的更多证据，该维度对于理解PE-AE关联很重要。当前吸烟者（N = 1139）观看了四个随机选择的反吸烟公益广告（PSA）。使用按信息汇总的PE分数而非个人PE分数来创建总和，将PE感知是个人戒烟意图后果的可能性降至最低，从而支持PE→AE的顺序。线性回归分析提供了PE对戒烟相关行为意图产生积极且显著影响的证据。
