Dimensions and validation of a perceived message cognition value scale

Derek R. Lane, Nancy Grant Harrington, Lewis Donohew, Rick S. Zimmerman

Research output: Contribution to journalArticlepeer-review

8 Scopus citations

Abstract

The primary purpose of this study was to develop a perceived message cognition value (PMCV) scale and provide preliminary evidence concerning its reliability and validity. The manuscript presents PMCV as a theoretical construct consisting of three distinct dimensions: cognitive challenge, credibility, and clarity. Exploratory factor analysis revealed a significant three-factor solution, and SEM confirmed a significant second-order model that accounted for variations in the three dimensions. Composite scale and subscale reliabilities are presented, and composite scale/subscale stability across psychographic and message variables is demonstrated. The manuscript concludes with an argument that a reliable and valid PMCV scale can aid persuasion researchers in designing more effective health behavior change messages.

Original languageEnglish
Pages (from-to)149-161
Number of pages13
JournalCommunication Research Reports
Volume23
Issue number3
DOIs
StatePublished - 2006

Keywords

  • Attention
  • Cognition
  • Health Campaigns
  • Media Campaigns
  • Persuasion

ASJC Scopus subject areas

  • Communication

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