TY - JOUR
T1 - Dimensions and validation of a perceived message cognition value scale
AU - Lane, Derek R.
AU - Harrington, Nancy Grant
AU - Donohew, Lewis
AU - Zimmerman, Rick S.
PY - 2006
Y1 - 2006
N2 - 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.
AB - 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.
KW - Attention
KW - Cognition
KW - Health Campaigns
KW - Media Campaigns
KW - Persuasion
UR - http://www.scopus.com/inward/record.url?scp=78650577131&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=78650577131&partnerID=8YFLogxK
U2 - 10.1080/08824090600796369
DO - 10.1080/08824090600796369
M3 - Article
AN - SCOPUS:78650577131
SN - 0882-4096
VL - 23
SP - 149
EP - 161
JO - Communication Research Reports
JF - Communication Research Reports
IS - 3
ER -