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Development and validation of the Alcohol Message Perceived Effectiveness Scale.

Michelle I Jongenelis1, Catherine Drane2, Penelope Hasking3

  • 1Melbourne Centre for Behaviour Change, Melbourne School of Psychological Sciences, The University of Melbourne, Parkville, VIC, 3056, Australia. michelle.jongenelis@unimelb.edu.au.

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This study introduces the Alcohol Message Perceived Effectiveness Scale (AMPES) to help assess how effective public health messages are at encouraging protective behaviors. The AMPES effectively predicts strategy use, aiding intervention development.

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Area of Science:

  • Public Health
  • Health Communication
  • Behavioral Science

Background:

  • Intervention developers need tools to assess message effectiveness for promoting protective behaviors.
  • Existing literature on message effectiveness guided the development process.

Purpose of the Study:

  • To develop and validate the Alcohol Message Perceived Effectiveness Scale (AMPES).
  • To assess the scale's reliability and predictive validity in measuring perceived message effectiveness for alcohol-related behaviors.

Main Methods:

  • Developed the AMPES based on message effectiveness literature.
  • Administered online surveys to 3001 Australian drinkers (aged 18-70) at Time 1 and 1749 at Time 2.
  • Utilized exploratory factor analysis and reliability analyses (Cronbach's alpha, McDonald's omega).

Main Results:

  • Identified two factors: 'effect perceptions' and 'message perceptions', explaining 71% of score variance.
  • Achieved good internal consistency for the overall scale (ω=0.83) and 'effect perceptions' (ω=0.85).
  • Suboptimal internal consistency for 'message perceptions' (α=0.60).
  • Both factors significantly predicted the adoption of protective behavioral strategies.

Conclusions:

  • The AMPES is a suitable tool for evaluating perceived message effectiveness.
  • The scale can assist in developing public health messages aimed at reducing alcohol consumption.
  • Further refinement may be needed for the 'message perceptions' factor.