Youjin Jang, Noel T Brewer, Nisha Gottfredson O'Shea, Marissa G Hall, Seth M Noar
{"title":"Do Perceived Message Effectiveness Ratings Change in Response to Repeated Message Exposures?","authors":"Youjin Jang, Noel T Brewer, Nisha Gottfredson O'Shea, Marissa G Hall, Seth M Noar","doi":"10.1080/10410236.2025.2466115","DOIUrl":null,"url":null,"abstract":"<p><p>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 (<i>p</i> < .001) and message perceptions (<i>p</i> < .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.</p>","PeriodicalId":12889,"journal":{"name":"Health Communication","volume":" ","pages":"1-9"},"PeriodicalIF":3.0000,"publicationDate":"2025-02-28","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Health Communication","FirstCategoryId":"3","ListUrlMain":"https://doi.org/10.1080/10410236.2025.2466115","RegionNum":3,"RegionCategory":"医学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
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.
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.