Perceived Message Relevance Scale
HCAT Lab has developed two measures for assessing perceived message relevance. The first was developed for our research on tailoring and targeting. The second was developed to mirror the measurement approach of our cross-modal measures.
Perceived Message Relevance (tailoring/targeting)
- The [message] seemed to be written personally for me.
- The [message] was very relevant to my situation.
- The [message] was primarily general information that wasn’t applicable to me
- The [message] was not customized at all.
Response options for all items are strongly disagree to strongly agree (5 pt. scale)
Descriptive Statistics:
Jensen, King et al. (2012) – 2 item measure: M = 3.77, SD = .87, α = .79
Jensen, King et al. (2014) – 4 item measure: M = 3.40, SD = .51, α = .63
Citation Information:
Jensen, J. D., King, A. J., Carcioppolo, N., & Davis, L. A. (2012). Why are tailored messages more effective? A multiple mediation analysis of a breast cancer screening intervention. Journal of Communication, 62, 851-868.
Jensen, J. D., King, A. J., Carcioppolo, N., Krakow, M., Samadder, N. J., & Morgan, S. E. (2014). Comparing tailored and narrative worksite interventions at increasing colonoscopy adherence in adults 50 – 75: A randomized controlled trial. Social Science & Medicine, 104, 31-40.
Perceived Message Relevance (cross-modal measures)
A four-item measure (not relevant to me, relevant to me; not applicable to me, applicable to me; not helpful to me, helpful to me; not useful to me, useful to me) assessed on a seven-point scale ranging from -3 to +3 (with the middle point marked as zero).
Citation for measure:
Jensen, J. D., Krakow, M. M., Christy, K. R., Ratcliff, C. L., Pokharel, M., Lillie, H. (2023). Validating cross-modal measures for comparative research: Message veracity, novelty, and memorability. Psychology & Marketing, 40(12), 2686-2710. https://doi.org/10.1002/mar.21910