Examining the Longitudinal Relationship Between Perceived and Actual Message Effectiveness

A Randomized Trial

Bibliographic Data

ID21616633
AuthorsHaijing Ma (0000-0002-6154-4090, Lineberger Comprehensive Cancer Center, University of North Carolina), Nisha Gottfredson O''Shea (0000-0002-4765-7179, RTI International), Nisha Gottfredson O'Shea (RTI International), Talia Kieu (0000-0001-9171-3388, Department of Health Behavior, UNC Gillings School of Global Public Health), Jacob A Rohde (0000-0001-6334-1986, Hussman School of Journalism and Media, University of North Carolina), Marissa G Hall (0000-0002-8690-9498, Lineberger Comprehensive Cancer Center, University of North Carolina), Noel T Brewer (0000-0003-2241-7002, Lineberger Comprehensive Cancer Center, University of North Carolina), Seth M Noar (0000-0002-3453-5391, Lineberger Comprehensive Cancer Center, University of North Carolina, corresponding author)
Year2024
Volume39
Issue8
Pages1510-1519
Publication date2024-07-02
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueHealth Communication (JOURNAL)
Journal identifiersISSN: 1041-0236 • E-ISSN: 1532-7027
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/10410236.2023.2222459
PMID37316818
OpenAlexW4380730454
LanguageEN
Citations received5
References cited43

We sought to examine the relationship between perceived message effectiveness (PME) and actual message effectiveness (AME) in a 3-week randomized trial of vaping prevention advertisements. Participants were US adolescents (n = 1,514) recruited in 2021. We randomly assigned them to view The Real Cost vaping prevention ads or control videos online. Participants viewed three videos at Visit 1, again at Visits 2 and 3, and completed a survey at each visit that assessed AME (susceptibility to vaping) and two types of PME – effects perceptions (potential for behavioral impact) and message perceptions (potential for message processing). At Visit 4, AME was measured. Compared to control, The Real Cost ads led to improved AME (lower susceptibility to vaping at Visit 4, p < .001). This was anticipated by The Real Cost ads eliciting higher PME ratings (higher effects and message perceptions at Visit 1, both p < .001). Furthermore, PME (both effects and message perceptions) at Visit 1 predicted susceptibility to vaping at Visits 1, 2, 3, and 4 (all p < .001). Finally, effects perceptions fully mediated the impact of The Real Cost ads on susceptibility to vaping (β = −.30; p < .001), while message perceptions only partially mediated the effect (β = −.04; p = .001). Our findings indicate a relationship between PME and AME, especially effects perceptions, and suggest that PME may be useful in message pre-testing to select messages with greater behavior change potential

Perception · Randomized controlled trial · Text message · Behavioral Health and Interventions · Computer Science · Eating Disorders and Behaviors · Media Influence and Health · Medicine · Psychology · Internal Medicine

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