Journal article
Validating cross‐modal measures for comparative research: Message veracity, novelty, and memorability
Psychology & marketing, Vol.40(12), pp.2686-2710
12/2023
DOI: 10.1002/mar.21910
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 UtahMelinda M. Krakow - University of Mississippi Medical CenterKatheryn R. Christy - University of Wisconsin–MadisonChelsea L. Ratcliff - University of GeorgiaManusheela Pokharel - Texas State UniversityHelen Lillie - University of Iowa
- Resource Type
- Journal article
- Publication Details
- Psychology & marketing, Vol.40(12), pp.2686-2710
- DOI
- 10.1002/mar.21910
- 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
Metrics
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