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Related Experiment Video

Updated: Feb 3, 2026

Qualitative and Quantitative Validation of Tools with Rating Scales Aimed at Assessing the Quality of University Service-Learning
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UNC Perceived Message Effectiveness: Validation of a Brief Scale.

Sabeeh A Baig1, Seth M Noar2,3, Nisha C Gottfredson1

  • 1Department of Health Behavior, Gillings School of Global Public Health, University of North Carolina, Chapel Hill, NC, USA.

Annals of Behavioral Medicine : a Publication of the Society of Behavioral Medicine
|October 16, 2018
PubMed
Summary

A new scale reliably measures perceived message effectiveness (PME) in health communication. This brief University of North Carolina (UNC) PME Scale is valid for diverse groups and useful for evaluating antismoking messages.

Keywords:
Formative researchHealth communicationItem response theoryMessage development

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Area of Science:

  • Health Communication
  • Psychometrics
  • Behavioral Science

Background:

  • Health interventionists use perceived message effectiveness (PME) ratings to select effective health communication messages.
  • Existing PME measures have limitations in scope and brevity.

Purpose of the Study:

  • To validate a new, brief PME measure, the University of North Carolina (UNC) PME Scale.
  • To assess the UNC PME Scale's psychometric properties and compare it to an established scale.

Main Methods:

  • Adults and adolescents (N=3557) rated antismoking messages using two PME scales: the new 3-item UNC PME Scale and a 6-item established scale.
  • Item factor analysis was used to examine psychometric properties and compare the scales.

Main Results:

  • The UNC PME Scale demonstrated strong reliability and validity across diverse samples (adults and adolescents).
  • It measured PME consistently across different chemical messages and was highly correlated with message perceptions.
  • The scale performed well across various demographic and behavioral characteristics, including education, reactance, sex, and smoking status.

Conclusions:

  • The UNC PME Scale is a reliable and valid tool for measuring PME in diverse populations.
  • This brief scale can efficiently evaluate candidate health messages, particularly for smoking cessation.
  • The UNC PME Scale may be adaptable for other health risk behaviors.