Marketing researchers are interested in the relative persuasiveness of different message modes, such as narratives and arguments. A desire to explicate and compare underlying mechanisms is central to this research, yet progress is hindered by a dearth of measures that can be used meaningfully across modes. In the current project, we identify and validate three cross-modal message perceptions—veracity, novelty, and memorability—that can mediate the relationship between different modes and outcomes. Three studies (Study 1: N = 105; Study 2: N = 322; Study 3: N = 248) confirmed the factor structure, discriminant validity, and cross-modal (narrative vs. argument) value of all three message perceptions. The results of this study provide researchers with three cross-modal measures to support comparative message effects research.

Perceived Message Veracity

Perceived Message Novelty

Perceived Message Memorability

Citation for measures:

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