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Perceived visual informativeness (PVI): construct and scale development to assess visual information in printed

Andy J King1, Jakob D Jensen, LaShara A Davis

  • 1a Department of Public Relations , Texas Tech University , Lubbock , Texas , USA.

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|April 19, 2014
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Summary

Researchers developed a new tool to measure perceived visual informativeness (PVI) in health messages. This validated scale helps assess how well visual elements convey statistical information, aiding health communication research.

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Area of Science:

  • Health Communication
  • Visual Communication
  • Psychology

Background:

  • Limited research exists on visual elements in health communication.
  • Existing studies highlight the need for tools to evaluate visual message characteristics.
  • Lack of specific constructs and assessment tools hinders the analysis of visual health messages.

Purpose of the Study:

  • To validate a measure of perceived visual informativeness (PVI).
  • To assess visual messages presenting statistical or indexical information in health communication.
  • To provide a tool for evaluating visual messages in health campaigns and interventions.

Main Methods:

  • Two studies were conducted to validate the Perceived Visual Informativeness (PVI) scale.
  • Study 1 involved creating a 7-item scale and assessing its reliability and validity against related constructs.
  • Study 2 provided further reliability evidence and demonstrated PVI as a modifiable message feature.

Main Results:

  • The 7-item PVI scale showed good internal reliability (α = .91).
  • PVI demonstrated convergent and divergent validity with message quality, informativeness, and attractiveness.
  • PVI correlated with preference for visual learning, message effectiveness, decisional satisfaction, and health behavior predictors (benefits, barriers, self-efficacy).

Conclusions:

  • Perceived Visual Informativeness (PVI) is a reliable and valid measure for assessing visual health messages.
  • PVI is a modifiable message characteristic suitable for experimental testing.
  • This scale offers a valuable tool for evaluating visual content in health communication to promote informed decision-making and behavior change.