Dimensions and validation of the print perceived message sensation value scale (PPMSV)

Two studies establish reliability and validity of the print perceived message sensation value scale (PPMSV). For study one, 397 participants responded to a single high- and a single low-sensation value anti-smoking message. In study two, 284 participants responded to a single high- and a single low-sensation value anti-crystal meth message. Results of an exploratory factor analysis and confirmatory factor analysis suggest that the PMSV of a print message can be assessed using a 12-item three-dimensional scale, making an important contribution to the literature as no similar measures existed for print messages prior to the PPMSV. The newly developed PPMSV scale remained stable across sensation seeking levels and two sets of anti-drug messages (anti-tobacco & crystal meth). Results provided support for convergent, divergent, and predictive validity of the scale and point to PMSV as an important element that contributes to perceived message effectiveness and attitude toward the print ad.