Dimensions and validation of a perceived message cognition value scale

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.