Systematic Review of Perceived Message Effectiveness Measures for Anti-Tobacco Communication

Principal Investigator: Seth Michael Noar

Funding Mechanism: National Institutes of Health-Grant

ID number: 1R03DA041869-01

Award Date: 4/6/2016

Institution: University of North Carolina at Chapel Hill

The development and evaluation of tobacco education campaign messages are often based on participants’ perceived message effectiveness (PME). However, PME conceptualization and measurement vary greatly across research studies. The goal of this study is to conduct a systematic literature review and meta-analysis of PME measures for tobacco control. Study aims are: (1) to conduct a systematic literature review to identify the conceptual and methodological characteristics of PME measures used in studies of video and print advertisements, and (2) to identify investigators’ purpose in using PME and synthesize the outcomes and predictive findings from PME studies. To achieve Aim 1, investigators will search research databases, unpublished literature, and references in review and primary articles; code all relevant articles on participant and study characteristics as well as PME conceptualization and measurement; and summarize various aspects of PME measures. To achieve Aim 2, investigators will code investigators’ purpose in using PME; summarize study findings; identify studies that use PME as a predictor of advertisement effectiveness; and conduct a meta-analysis of the association between PME and advertisement effectiveness (e.g., tobacco quit intentions). Research findings will help optimize and enhance PME measures for future research so that optimal tobacco education messages can be developed.