Does Perceived Message Effectiveness Cause Persuasion or Vice Versa? 17 Consistent Answers

Abstract

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/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/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/AE but not the reverse. At least under the conditions that characterize formative research, PE may be viewed as a causal antecedent of AE.

What makes a useful online review? Implication for travel product websites

“…This finding suggests that online consumers would be likely to search for tourism product reviews that are easy to read, which facilitates them obtaining the specific information necessary within the overwhelming amount of reviews posted online. This finding is coincided with the argument of Dillard, Shen and Vail (2007) that consumers would prefer reviews that are 'playful, useful and understandable' rather than reviews with complicated content.…”

Perceived Effectiveness of Antismoking Ads and Association with Quit Attempts Among Smokers: Evidence from the Tips From Former Smokers Campaign

“…A key finding in this research is that these measures are often empirically predictive of attitudes and behaviors targeted by ad messages. The relationships between PE and actual ad effectiveness have been demonstrated for a range of social issues addressed in PSAs, including binge drinking, child safety, marijuana and other drug use, physical activity, sexually transmitted diseases, and calls to HIV testing hotlines, among others (e.g., Alvaro et al, 2013;Davis, Uhrig, Bann, Rupert, & Fraze, 2011b;Dillard, Shen, & Vail, 2007a;Dillard et al, 2007b). Based on this research, PE is useful in assessing the likelihood of the success of potential campaign messages before a campaign is aired when large-scale efficacy pretesting for behavioral impact is impractical (Yzer, LoRusso, & Nagler, 2015).…”

CDC's Use of Social Media and Humor in a Risk Campaign—“Preparedness 101: Zombie Apocalypse”

“…Questionnaire items were adopted from Dillard, Shen, and Vail (2007). The threeitem measure (I intend to behave in ways that are consistent with the message; I plan to act in ways that are compatible with the position promoted by the message; I am going to make an effort to do what the message urged me to do) had high internal reliability in their study, Cronbach's α = .90.…”