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Health Communication Research Measures


Edited By Do Kyun Kim and James W. Dearing

This volume presents state-of-the-art reporting on how to measure many of the key variables in health communication. While the focus is on quantitative measures, the editors argue that these measures are centrally important to the study of health communication. The chapters emphasize constructs, scales, and up-to-date reports and evidence about key social science constructs and ways of measuring them, whether your interest is in patient-provider dyadic communication, uncertainty management, self-efficacy, disclosure, social norms, social support, risk perception, health care team performance, message design and effects, health and numerical literacy, communication satisfaction, social influence and persuasion, stigma, health campaigns, reactance, or other topics. Students, researchers, and policymakers will find this book an accessible resource for planning and reviewing research studies and proposals.
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14. Perceived Message Effectiveness, Attitude Toward Messages, and Perceived Realism


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14. Perceived Message Effectiveness, Attitude Toward Messages, and Perceived Realism

JOUNGHWA CHOI,Hallym University& HYUNYI CHO,Purdue University

Message evaluation is an important aspect of formative research for health campaigns. By assessing audience reaction to prototype messages, formative research on messages allows health communication practitioners to identify effective message ideas or components and strengths and weakness of health campaign messages (Atkin & Freimuth, 2013; Hyunyi Cho & Choi, 2010). While there can be various aspects of message evaluation (i.e., production quality, attention, comprehensibility, readability, sensation value, etc.), assessing how audiences evaluate message content has an important practical implication as it is indicative of actual message effects (Dillard, Shen, & Vail, 2007; Dillard, Weber, & Vail, 2007). In this chapter, we discuss three theoretical constructs related to message evaluation: assessing audience’s perception of message effectiveness, assessing audience’s attitude toward messages, and perception about message realism.

Review of Conceptualization

Perceived Message Effectiveness

One of the most frequently discussed concepts of message evaluation is perceived message effectiveness (PME). Dillard et al. (2007) defined perceived message effectiveness as “an estimate of the degree to which a persuasive message will be favorably evaluated—in terms of its persuasive potential—by ← 139 | 140 → recipients of that message” (p. 617). It concerns individuals’ subjective evaluation of a message as a whole, thus it is differentiated from perception of argument strength or quality, which concerns evaluating specific arguments as components of...

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