Recent research has made significant progress identifying measures of the perceived effectiveness (PE) of persuasive messages and providing evidence of a causal link from PE to actual effectiveness (AE). This article provides additional evidence of the utility of PE through unique analysis and consideration of another dimension of PE important to understanding the PE-AE association. Current smokers (N =1,139) watched four randomly selected anti-smoking Public Service Announcements (PSAs). PE scores aggregated by message were used instead of individual PE scores to create a summed total, minimizing the likelihood that PE perceptions are consequences of an individual’s intention to quit, supporting instead the PE→AE order. Linear regression analyses provide evidence of PE’s positive and significant influence on smoking cessation-related behavioral intentions.

This study examined proposed direct and mediating relationships in the Structural Influence Model (SIM) of Communication within the chronic disease context. Using data from the Annenberg National Health Communication Survey (N = 14,472), we tested the potential mediating roles of information seeking, information scanning, and social capital between social determinants of health and four chronic disease risk behaviors: exercise level, fruit and vegetable intake, cigarette smoking, and excessive alcohol use. Information seeking, information scanning, and social capital received support as potential mediators. Our results are largely consistent with predictions of the SIM and highlight the important role of communication in reducing health risks and increasing healthy behaviors.

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