Comparison of Message and Effects Perceptions for The Real Cost E-Cigarette Prevention Ads.
Comparison of Message and Effects Perceptions for The Real Cost E-Cigarette Prevention Ads.
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DOI：
10.1080/10410236.2020.1749353
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发表时间：
2021-09
影响因子：
3.9
通讯作者：
Hall, Marissa G.
中科院分区：
文献类型：
--
作者：
Rohde, Jacob A.;Noar, Seth M.;Prentice-Dunn, Hannah;Kresovich, Alex;Hall, Marissa G.
感知信息有效性（PME）在健康传播研究和实践中被广泛使用，但对不同的感知信息有效性结构进行比较的研究却很少。在本研究中，我们比较了两种主要类型的PME -信息感知和效果感知-在N=557年轻人中。参与者被随机分配到两个条件中的一个：1)由美国食品和药物管理局（FDA）开发的真实成本电子烟预防广告（FDA条件）或2)由梅奥诊所开发的仅提供信息的电子烟控制广告（控制广告条件）。研究预测指标是信息和效果感知指标，实际信息有效性（AME）结果是对电子烟的风险信念和吸电子烟的意图。结果显示，与对照组相比，FDA和条件下的信息感知（M=3.82 vs M=3.29, p< 0.001）和效果感知（M=4.13 vs M=3.82, p< 0.001）都更高。在FDA和对照组中，参与者对电子烟的风险信念也高于对照组（M=3.95 vs M=3.79; p= 0.022），但我们发现参与者对电子烟的意图没有差异，总体上很低（FDA组M=1.59 vs对照组M=1.58）。在调整协变量并包括两种类型的PME的多变量分析中，只有效果感知（非信息感知）与吸电子烟的风险信念（b= 0.37, p< 0.001）和吸电子烟的意图（b= -）相关。26日,p <措施)。我们的研究结果通过展示信息和效果感知的不同性质来推进PME研究，并建议在信息预测试中使用效果感知。
Perceived message effectiveness (PME) is commonly used in health communication research and practice, yet there has been a dearth of studies comparing different operationalizations of the PME construct. In the present study, we compared the two major types of PME – message perceptions and effects perceptions – among N=557 young adults. Participants were randomized to one of two conditions: 1) The Real Cost e-cigarette prevention ads developed by the Food and Drug Administration (FDA condition) or 2) information-only e-cigarette control ads developed by the Mayo Clinic (control ad condition). Study predictors were message and effects perceptions measures and actual message effectiveness (AME) outcomes were risk beliefs about vaping and intentions to vape. Results showed that both message perceptions (M=3.82 vs M=3.29; p<.001) and effects perceptions (M=4.13 vs M=3.82; p<.001) were higher in the FDA ad condition compared to control. Risk beliefs about vaping were also higher in the FDA ad condition than control (M=3.95 vs M=3.79; p=.022), but we found no differences in participants’ intentions to vape, which were low overall (M=1.59 in FDA vs M=1.58 in control). In multivariate analyses adjusting for covariates and including both types of PME, only effects perceptions (not message perceptions) were associated with risk beliefs about vaping (b=.37, p<.001) and intentions to vape (b=−.26, p<.001). Our findings advance PME research by demonstrating the differing nature of message and effects perceptions, and suggest that effects perceptions should be utilized during message pretesting.
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影响因子：
4.4
作者：
Biener, L;Ji, M;Albers, AB
通讯作者：
Albers, AB
影响因子：
3.8
作者：
Baig, Sabeeh A.;Noar, Seth M.;Brewer, Noel T.
通讯作者：
Brewer, Noel T.
影响因子：
4.7
作者：
Coleman, Blair N.;Apelberg, Benjamin J.;King, Brian A.
通讯作者：
King, Brian A.
影响因子：
3
作者：
Donovan, Robert J.;Jalleh, Geoffrey;Carter, Owen B. J.
通讯作者：
Carter, Owen B. J.
影响因子：
5.2
作者：
Jasek, John P.;Johns, Michael;Kansagra, Susan M.
通讯作者：
Kansagra, Susan M.