Abstract
Perceived message effectiveness is often used as a diagnostic tool to determine whether a health message is likely to be successful
or needs modification before use in an intervention. Yet, published research on the antecedents of perceived effectiveness
is scarce and, consequently, little is known about why a message is perceived to be effective or ineffective. The present
study’s aim was to identify and test the affective antecedents of perceived effectiveness of antidrug television messages
in a sample of 190 adolescents in the 15–19 year age range. Factor-analytical tests of retrospective message evaluation items
suggested two dimensions of perceived effectiveness, one that contained items such as convincingness whereas the other contained
pleasantness items. Using retrospective data as well as real time valence and arousal ratings, we found that arousal underlies
perceived convincingness and valence underlies perceived pleasantness. The results indicated activation of appetitive and
defensive motivational systems, which suggests a clear motivational component to the concept of perceived message effectiveness.
or needs modification before use in an intervention. Yet, published research on the antecedents of perceived effectiveness
is scarce and, consequently, little is known about why a message is perceived to be effective or ineffective. The present
study’s aim was to identify and test the affective antecedents of perceived effectiveness of antidrug television messages
in a sample of 190 adolescents in the 15–19 year age range. Factor-analytical tests of retrospective message evaluation items
suggested two dimensions of perceived effectiveness, one that contained items such as convincingness whereas the other contained
pleasantness items. Using retrospective data as well as real time valence and arousal ratings, we found that arousal underlies
perceived convincingness and valence underlies perceived pleasantness. The results indicated activation of appetitive and
defensive motivational systems, which suggests a clear motivational component to the concept of perceived message effectiveness.
- Content Type Journal Article
- Pages 1-11
- DOI 10.1007/s11121-011-0212-y
- Authors
- Marco C. Yzer, SJMC, University of Minnesota, 111 Murphy Hall, 206 Church Street SE, Minneapolis, MN 55455, USA
- Kathleen D. Vohs, SJMC, University of Minnesota, 111 Murphy Hall, 206 Church Street SE, Minneapolis, MN 55455, USA
- Monica Luciana, SJMC, University of Minnesota, 111 Murphy Hall, 206 Church Street SE, Minneapolis, MN 55455, USA
- Bruce N. Cuthbert, SJMC, University of Minnesota, 111 Murphy Hall, 206 Church Street SE, Minneapolis, MN 55455, USA
- Angus W. MacDonald, SJMC, University of Minnesota, 111 Murphy Hall, 206 Church Street SE, Minneapolis, MN 55455, USA
- Journal Prevention Science
- Online ISSN 1573-6695
- Print ISSN 1389-4986