Validating cross‐modal measures for comparative research: Message veracity, novelty, and memorability

Jakob D. Jensen; Melinda M. Krakow; Katheryn R. Christy; Chelsea L. Ratcliff; Manusheela Pokharel; Helen Lillie

doi:10.1002/mar.21910

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Validating cross‐modal measures for comparative research: Message veracity, novelty, and memorability

Journal article

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Validating cross‐modal measures for comparative research: Message veracity, novelty, and memorability

Jakob D. Jensen, Melinda M. Krakow, Katheryn R. Christy, Chelsea L. Ratcliff, Manusheela Pokharel and Helen Lillie

Psychology & marketing, Vol.40(12), pp.2686-2710

12/2023

DOI: 10.1002/mar.21910

PMCID: PMC11219016

PMID: 38962756

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Abstract

Abstract Marketing researchers are interested in the relative persuasiveness of different message modes, such as narratives and arguments. A desire to explicate and compare underlying mechanisms is central to this research, yet progress is hindered by a dearth of measures that can be used meaningfully across modes. In the current project, we identify and validate three cross‐modal message perceptions—veracity, novelty, and memorability—that can mediate the relationship between different modes and outcomes. Three studies (Study 1: N = 105; Study 2: N = 322; Study 3: N = 248) confirmed the factor structure, discriminant validity, and cross‐modal (narrative vs. argument) value of all three message perceptions. The results of this study provide researchers with three cross‐modal measures to support comparative message effects research.

Details

Title: Subtitle: Validating cross‐modal measures for comparative research: Message veracity, novelty, and memorability
Creators: Jakob D. Jensen - University of Utah
Melinda M. Krakow - University of Mississippi Medical Center
Katheryn R. Christy - University of Wisconsin–Madison
Chelsea L. Ratcliff - University of Georgia
Manusheela Pokharel - Texas State University
Helen Lillie - University of Iowa
Resource Type: Journal article
Publication Details: Psychology & marketing, Vol.40(12), pp.2686-2710
DOI: 10.1002/mar.21910
PMID: 38962756
PMCID: PMC11219016
NLM abbreviation: Psychol Mark
ISSN: 0742-6046
eISSN: 1520-6793
Grant note: DOI: 10.13039/100000052, name: NIH Office of the Director; DOI: 10.13039/100007316, name: Division of Cancer Prevention, National Cancer Institute
Language: English
Electronic publication date: 10/04/2023
Date published: 12/2023
Academic Unit: Communication Studies
Record Identifier: 9984476425202771

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