Do Perceived Message Effectiveness Ratings Change in Response to Repeated Message Exposures?
Youjin Jang1, Noel T Brewer1,2, Nisha Gottfredson O'Shea3
1Lineberger Comprehensive Cancer Center, University of North Carolina.
Health Communication
|February 28, 2025
Summary
Repeated exposure to vaping prevention ads increased perceived message effectiveness. Effects perceptions showed a larger increase than message perceptions, indicating their greater sensitivity to repeated message exposure over time.
Area of Science:
- Health Communication
- Adolescent Health
- Behavioral Science
Background:
- Perceived message effectiveness (PME) is crucial for message pre-testing and campaign evaluation.
- Limited research exists on how PME, specifically effects perceptions versus message perceptions, changes with repeated message exposure.
Purpose of the Study:
- To investigate changes in perceived message effectiveness (PME) following repeated exposures to vaping prevention messages.
- To determine if effects perceptions and message perceptions change differently over time with repeated exposure.
Main Methods:
- A 3-week randomized clinical trial involving 1,514 US adolescents (aged 13-17) susceptible to or using e-cigarettes.
- Participants were repeatedly exposed to vaping prevention video advertisements over the trial period.
Main Results:
- Repeated exposures significantly increased both effects perceptions (p < .001) and message perceptions (p < .05).
- Effects perceptions demonstrated a notably larger mean increase (.32) compared to message perceptions (.05).
Conclusions:
- Effects perception measures are more responsive to changes resulting from repeated message exposures over time.
- Understanding these distinct PME patterns aids in interpreting data for health campaigns and behavior change evaluations.
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