UNC Perceived Message Effectiveness: Validation of a Brief Scale
UNC Perceived Message Effectiveness: Validation of a Brief Scale
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DOI：
10.1093/abm/kay080
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发表时间：
2019-08-01
影响因子：
3.8
通讯作者：
Brewer, Noel T.
中科院分区：
文献类型：
--
作者：
Baig, Sabeeh A.;Noar, Seth M.;Brewer, Noel T.
背景 干预主义者通常根据受众对感知信息有效性 (PME) 的评级来识别有希望的健康传播信息。目的 我们试图验证一种新的 PME 衡量标准，该衡量标准通过关注行为和受访者、简短且具有较强的心理测量特性，在现有量表上进行了改进。方法 参与者是 2015 年招募的 999 名成年人的全国方便样本和 1,692 名成年人和 869 名青少年的全国概率样本。吸烟者和非吸烟者评分在两个 PME 等级上显示最多 6 条有关香烟烟雾中化学物质的简短信息。第一个是新的三项目北卡罗来纳大学 (UNC) PME 量表，用于评估效果感知。第二个是已建立的六项 PME 量表，用于评估信息认知。我们检查了 UNC PME 量表的心理测量特性，并使用项目因子分析比较了两个量表。结果 UNC PME 量表在多个化学信息中测量了相同的结构（所有因子负荷 >= 0.86）。它在非常低到中等水平的 PME（z = -2.5 到 0.2）上表现出高可靠性（>0.85），该范围对于识别更有希望的消息非常有用。成人和青少年的样本显示出类似的结果模式。正如预期的那样，UNC PME 量表与信息感知呈强烈正相关 (r=.84)。它还在参与者中表现出强烈的心理测量特性，无论其教育程度、抵抗力、性别和吸烟状况如何。讨论 UNC PME 量表可靠且有效地测量了来自不同群体的成人和青少年的 PME。该简短量表可用于有效评估候选禁烟信息，并可适用于适应其他健康风险行为。
Background Interventionists commonly identify promising messages for health communication efforts based on audience members' ratings of perceived message effectiveness (PME).Purpose We sought to validate a new PME measure that improved on existing scales by focusing on the behavior and respondent, being brief, and having strong psychometric properties.Methods Participants were a national convenience sample of 999 adults and national probability samples of 1,692 adults and 869 adolescents recruited in 2015. Smokers and nonsmokers rated up to six brief messages about the chemicals in cigarette smoke on two PME scales. The first was the new three-item University of North Carolina (UNC) PME Scale that assessed effects perceptions. The second was an established six-item PME scale that assessed message perceptions. We examined the UNC PME Scale's psychometric properties and compared both scales using item factor analysis.Results The UNC PME Scale measured the same construct across multiple chemical messages (all factor loadings >= 0.86). It exhibited high reliability (>0.85) over very low to moderate levels of PME (z = -2.5 to 0.2), a range that is useful for identifying more promising messages. Samples of adults and adolescents showed a similar pattern of results. As expected, the UNC PME Scale was strongly positively correlated with message perceptions (r=.84). It also exhibited strong psychometric properties among participants regardless of education, reactance, sex, and smoking status.Discussion The UNC PME Scale reliably and validly measured PME among adults and adolescents from diverse groups. This brief scale may be used to efficiently evaluate candidate antismoking messages and may be suitable for adaptation to other health risk behaviors.