Do Perceived Message Effectiveness Ratings Change in Response to Repeated Message Exposures?

IF 3 3区 医学 Q1 COMMUNICATION
Youjin Jang, Noel T Brewer, Nisha Gottfredson O'Shea, Marissa G Hall, Seth M Noar
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引用次数: 0

Abstract

Perceived message effectiveness (PME) is used in message pre-testing and as an indicator of campaign receptivity. Studies have yet to examine whether PME changes in response to repeated exposures to messages and whether the pattern of change differs for effects perceptions (i.e., perceived impact of messages on intended outcomes) versus message perceptions (i.e., judgments of a message's ability to foster message processing). To address these gaps, we conducted a 3-week randomized clinical trial (RCT) with parallel assignment among 1,514 US adolescents aged 13-17 years who were susceptible to vaping or used e-cigarettes in the past 30 days. Repeated exposures to vaping prevention video ads over time increased both effects perceptions (p < .001) and message perceptions (p < .05), with a larger mean increase for effects perceptions than message perception (mean difference of .32 vs .05). Our findings suggest that effects perception measures are more likely to change in response to repeated message exposures over time. Understanding distinct patterns in PME following repeated exposure could help researchers better interpret PME data in both formative and process evaluations, particularly for health campaigns aimed at behavior change.

感知信息效果(PME)被用于信息预试,并作为活动接受度的指标。目前还没有研究表明 PME 是否会随着重复接触信息而发生变化,以及效果感知(即感知到的信息对预期结果的影响)与信息感知(即对信息促进信息处理能力的判断)的变化模式是否不同。为了弥补这些不足,我们对 1514 名年龄在 13-17 岁之间、在过去 30 天内易受吸烟影响或使用过电子烟的美国青少年进行了为期 3 周的随机临床试验(RCT)。随着时间的推移,重复接触吸烟预防视频广告会提高这两种效果的认知度(P P
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来源期刊
CiteScore
8.20
自引率
10.30%
发文量
184
期刊介绍: As an outlet for scholarly intercourse between medical and social sciences, this noteworthy journal seeks to improve practical communication between caregivers and patients and between institutions and the public. Outstanding editorial board members and contributors from both medical and social science arenas collaborate to meet the challenges inherent in this goal. Although most inclusions are data-based, the journal also publishes pedagogical, methodological, theoretical, and applied articles using both quantitative or qualitative methods.
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