验证比较研究的跨模态测量:信息准确性、新颖性和可记忆性

IF 8.9 2区管理学 Q1 BUSINESS

Psychology & Marketing Pub Date : 2023-10-04 DOI:10.1002/mar.21910

Jakob D. Jensen, Melinda M. Krakow, Katheryn R. Christy, Chelsea L. Ratcliff, Manusheela Pokharel, Helen Lillie

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引用次数: 0

摘要

市场营销学研究者对不同信息模式的相对说服力感兴趣，如叙述和论点。阐明和比较潜在机制的愿望是本研究的核心，但由于缺乏可以跨模式有效使用的措施，进展受到阻碍。在当前的项目中，我们确定并验证了三种跨模态信息感知——准确性、新颖性和可记忆性——它们可以调节不同模式和结果之间的关系。3项研究(研究1:N = 105;研究2:N = 322;研究3:N = 248)证实了所有三种信息感知的因素结构、区别效度和跨模态(叙述与论证)价值。本研究的结果为研究者提供了三种跨模式的方法来支持比较信息效应的研究。

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Validating cross‐modal measures for comparative research: Message veracity, novelty, and memorability

Abstract Marketing researchers are interested in the relative persuasiveness of different message modes, such as narratives and arguments. A desire to explicate and compare underlying mechanisms is central to this research, yet progress is hindered by a dearth of measures that can be used meaningfully across modes. In the current project, we identify and validate three cross‐modal message perceptions—veracity, novelty, and memorability—that can mediate the relationship between different modes and outcomes. Three studies (Study 1: N = 105; Study 2: N = 322; Study 3: N = 248) confirmed the factor structure, discriminant validity, and cross‐modal (narrative vs. argument) value of all three message perceptions. The results of this study provide researchers with three cross‐modal measures to support comparative message effects research.

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来源期刊

Psychology & Marketing Multiple-

CiteScore

12.10

自引率

20.90%

发文量

127

期刊介绍： Psychology & Marketing (P&M) publishes original research and review articles dealing with the application of psychological theories and techniques to marketing. As an interdisciplinary journal, P&M serves practitioners and academicians in the fields of psychology and marketing and is an appropriate outlet for articles designed to be of interest, concern, and applied value to its audience of scholars and professionals. Manuscripts that use psychological theory to better understand the various aspects of the marketing of products and services are appropriate for submission.