Noar Seth M, Bell Trevor, Kelley Dannielle, Barker Joshua, Yzer Marco
School of Media and Journalism, University of North Carolina at Chapel Hill.
Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill.
Commun Methods Meas. 2018;12(4):295-313. doi: 10.1080/19312458.2018.1483017. Epub 2018 Jul 6.
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) versus 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.
目标受众对说服性信息可能产生的影响的评级，即感知信息有效性（PME），通常在信息开发和选择过程中使用。PME还用于检查信息在完全开发或部署后的接受程度。尽管如此，我们对文献中现有PME测量方法的概念和方法特征知之甚少。我们对烟草教育视频、印刷品和音频宣传活动研究进行了系统综述，以检查PME测量方法的概念和方法特征。我们审查了来自21个国家的75项研究中的126项PME测量方法，这些研究涉及超过61000名参与者。结果表明，在测量方法对信息的一般感知（即信息感知）与预期信息效果的感知（即效果感知）的关注方面存在很大差异。在PME项目和测量方法的潜在说服结构、参照对象的使用以及行为参照方面也发现了很大差异。我们最后对PME测量和验证的未来研究提出了一些建议。
