Validating Cross-Modal Measures for Comparative Research: Message Veracity, Novelty, and Memorability.

Autor: Jensen JD; University of Utah., Krakow MM; University of Mississippi., Christy KR; University of Wisconsin - Madison., Ratcliff CL; University of Georgia., Pokharel M; Texas State University., Lillie H; University of Iowa.
Jazyk: angličtina
Zdroj: Psychology & marketing [Psychol Mark] 2023 Dec; Vol. 40 (12), pp. 2686-2710. Date of Electronic Publication: 2023 Oct 04.
DOI: 10.1002/mar.21910
Abstrakt: 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.
Competing Interests: Conflict of Interest Statement: The Authors have no conflict of interest to report.
Databáze: MEDLINE
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