Perceived Message Effectiveness Measures in Tobacco Education Campaigns: A Systematic Review.

ABSTRACT: Target audience ratings of the likely impact of persuasive messages, known as perceived message effectiveness (PME), are commonly used during message development and selection. PME is also used to examine receptivity of messages after they are fully developed or deployed. Despite this, we know little about the conceptual and methodological characteristics of extant PME measures used in the literature. We conducted a systematic review of tobacco education video, print, and audio campaign studies to examine conceptual and methodological characteristics of PME measures. One hundred twenty-six PME measures from 75 studies conducted in 21 countries with more than 61,000 participants were reviewed. Results indicated considerable variability in measures' focus on general perceptions of a message

SUBMITTER: Noar SM 

PROVIDER: S-EPMC6699787 | biostudies-literature | 2018

REPOSITORIES: biostudies-literature