Does perceived message effectiveness cause persuasion or vice versa? 17 consistent answers
Does perceived message effectiveness cause persuasion or vice versa? 17 consistent answers
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DOI：
10.1111/j.1468-2958.2007.00308.x
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发表时间：
2007-10-01
影响因子：
5
通讯作者：
Vail, Renata Grillova
中科院分区：
文献类型：
--
作者：
Dillard, James Price;Shen, Lijiang;Vail, Renata Grillova
感知消息有效性 (PE) 是否可以被视为实际有效性 (AE) 的原因？如果是这样，PE 判断可以用作活动实施前阶段信息说服力的有效指标。此外，操纵 PE 可能是一种可行的说服策略。但是，如果获得相反的因果序列（AE -> PE），那么该策略将是无效的，并且PE在形成性运动研究中的效用毫无意义。对与恐惧诉求有关的 2 个横截面数据集（N = 202 和 204）的结构方程分析支持 PE -> AE 假设。另外两项研究（N = 140 和 237）总共使用了 13 条公共服务公告 (PSA)，得出了相同的结果。使用 2 个 PSA 的第五项实验研究 (N 119) 进一步表明 PE -> AE，但反之则不然。至少在形成性研究的特征条件下，PE 可以被视为 AE 的因果前提。
Can perceived message effectiveness (PE) be considered a cause of actual effectiveness (AE)? If so, PE judgments can be used as valid indicators of the persuasiveness of messages in the preimplementation phase of campaigns. In addition, manipulating PE may be a viable persuasive strategy. But, if the reverse causal sequence obtains (AE -> PE), then the strategy would be ineffective and the utility of PE in formative campaign research meaningless. Structural equation analysis of 2 cross-sectional data sets (N = 202 and 204) concerned with fear appeals favored the PE -> AE hypothesis. Two additional studies (N = 140 and 237), which employed a total of 13 public service announcements (PSAs), returned the same result. A fifth experimental study (N 119) which utilized 2 PSAs provided further indication that PE -> AE but not the reverse. At least under the conditions that characterize formative research, PE may be viewed as a causal antecedent of AE.