Interpreting Perceived Effectiveness: Understanding and Addressing the Problem of Mean Validity

被引：10

作者：

Dillard, James Price ^{[1
]}

Ha, Yerheen ^{[1
]}

机构：

[1] Penn State Univ, Dept Commun Arts & Sci, Sparks Bldg, University Pk, PA 16802 USA

来源：

JOURNAL OF HEALTH COMMUNICATION | 2016年 / 21卷 / 09期

关键词：

BEHAVIORAL INTENTIONS; MESSAGE EFFECTIVENESS; PERSUASIVE MESSAGES; METAANALYSIS; PERCEPTION; 3RD-PERSON; CAMPAIGN; BIAS;

D O I：

10.1080/10810730.2016.1204379

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Research has shown that perceived message effectiveness (PE) correlates reasonably well with indices of actual effectiveness, but little attention has been given to how to interpret mean PE. This article describes the problem of mean validity and presents a research design that can be used to address it. Participants (N = 195) viewed messages that advocated being screened for colorectal cancer. The results showed downward bias in PE among members of the non-target audience (persons younger than 50) and upward bias as the referent for the judgment became more abstract/distant (self vs. persons older than 50 vs. general). The need for more research on mean validity is discussed. For applied researchers, recommendations for preferred indices of PE are offered.

引用

页码：1016 / 1022

页数：7

共 18 条

[1]

Atkin C. K., 2013, SAGE HDB PERSUASION, P298

[2] Efficiently and Effectively Evaluating Public Service Announcements: Additional Evidence for the Utility of Perceived Effectiveness [J].

Bigsby, Elisabeth ;

Cappella, Joseph N. ;

Seitz, Holli H. .

COMMUNICATION MONOGRAPHS, 2013, 80 (01) :1-23

[3] Methodological artifact or persistent bias? - Testing the robustness of the third-person and reverse third-person effects for alcohol messages [J].

David, P ;

Liu, K ;

Myser, M .

COMMUNICATION RESEARCH, 2004, 31 (02) :206-233

[4] Risk Perception Measures' Associations With Behavior Intentions, Affect, and Cognition Following Colon Cancer Screening Messages [J].

Dillard, Amanda J. ;

Ferrer, Rebecca A. ;

Ubel, Peter A. ;

Fagerlin, Angela .

HEALTH PSYCHOLOGY, 2012, 31 (01) :106-113

[5] The perceived effectiveness of persuasive messages: Questions of structure, referent, and bias [J].

Dillard, James Price ;

Ye, Sun .

JOURNAL OF HEALTH COMMUNICATION, 2008, 13 (02) :149-168

[6] The relationship between the perceived and actual effectiveness of persuasive messages: A meta-analysis with implications for formative campaign research [J].

Dillard, James Price ;

Weber, Kirsten M. ;

Vail, Renata G. .

JOURNAL OF COMMUNICATION, 2007, 57 (04) :613-U25

[7] Does perceived message effectiveness cause persuasion or vice versa? 17 consistent answers [J].

Dillard, James Price ;

Shen, Lijiang ;

Vail, Renata Grillova .

HUMAN COMMUNICATION RESEARCH, 2007, 33 (04) :467-488

[8]

Ferlay J., 2004, GLOBOCAN 2002 CANC I

[9] Avoiding the boomerang: Testing the relative effectiveness of antidrug public service announcements before a national campaign [J].

Fishbein, M ;

Hall-Jamieson, K ;

Zimmer, E ;

von Haeften, I ;

Nabi, R .

AMERICAN JOURNAL OF PUBLIC HEALTH, 2002, 92 (02) :238-245

[10] Predictive and External Validity of a Pre-Market Study to Determine the Most Effective Pictorial Health Warning Label Content for Cigarette Packages [J].

Huang, Li-Ling ;

Thrasher, James F. ;

Reid, Jessica L. ;

Hammond, David .

NICOTINE & TOBACCO RESEARCH, 2016, 18 (05) :1376-1381

← 1 2 →