Dimensions and validation of a perceived message cognition value scale

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

doi:10.1080/08824090600796369

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 journal › Article › peer-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 language	English
Pages (from-to)	149-161
Number of pages	13
Journal	Communication Research Reports
Volume	23
Issue number	3
DOIs	https://doi.org/10.1080/08824090600796369
State	Published - 2006

Keywords

Attention
Cognition
Health Campaigns
Media Campaigns
Persuasion

ASJC Scopus subject areas

Communication

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10.1080/08824090600796369

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AU - Donohew, Lewis

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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

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Dimensions and validation of a perceived message cognition value scale

Abstract

Keywords

ASJC Scopus subject areas

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