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ERIC Number: EJ789746
Record Type: Journal
Publication Date: 2007-Oct
Pages: 22
Abstractor: Author
ISSN: ISSN-0360-3989
Does Perceived Message Effectiveness Cause Persuasion or Vice Versa? 17 Consistent Answers
Dillard, James Price; Shen, Lijiang; Vail, Renata Grillova
Human Communication Research, v33 n4 p467-488 Oct 2007
Can perceived message effectiveness (PE) be considered a cause of actual effectiveness (AE)? If so, PE judgments can be used as valid indicators of the persuasiveness of messages in the preimplementation phase of campaigns. In addition, manipulating PE may be a viable persuasive strategy. But, if the reverse causal sequence obtains (AE[right arrow]PE), then the strategy would be ineffective and the utility of PE in formative campaign research meaningless. Structural equation analysis of 2 cross-sectional data sets (N= 202 and 204) concerned with fear appeals favored the PE[right arrow]AE hypothesis. Two additional studies (N= 140 and 237), which employed a total of 13 public service announcements (PSAs), returned the same result. A fifth experimental study (N= 119) which utilized 2 PSAs provided further indication that PE[right arrow]AE but not the reverse. At least under the conditions that characterize formative research, PE may be viewed as a causal antecedent of AE.
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A