TY - JOUR
T1 - Perceived visual informativeness (PVI)
T2 - Construct and scale development to assess visual information in printed materials
AU - King, Andy J.
AU - Jensen, Jakob D.
AU - Davis, Lashara A.
AU - Carcioppolo, Nick
N1 - Funding Information:
Funding for this project was provided by the American Cancer Society (ACS Grant 58-006-47, Jakob D. Jensen, principal investigator) and the National Institutes of Health, National Cancer Institute R25CA128770 (D. Teegarden) Cancer Prevention Internship Program (Andy J. King & Nick Carcioppolo) administered by the Oncological Sciences Center and the Discovery Learning Research Center at Purdue University.
Publisher Copyright:
© 2014 Copyright Taylor & Francis Group, LLC.
PY - 2014/10/3
Y1 - 2014/10/3
N2 - There is a paucity of research on the visual images used in health communication messages and campaign materials. Even though many studies suggest further investigation of these visual messages and their features, few studies provide specific constructs or assessment tools for evaluating the characteristics of visual messages in health communication contexts. The authors conducted 2 studies to validate a measure of perceived visual informativeness (PVI), a message construct assessing visual messages presenting statistical or indexical information. In Study 1, a 7-item scale was created that demonstrated good internal reliability (α =.91), as well as convergent and divergent validity with related message constructs such as perceived message quality, perceived informativeness, and perceived attractiveness. PVI also converged with a preference for visual learning but was unrelated to a person's actual vision ability. In addition, PVI exhibited concurrent validity with a number of important constructs including perceived message effectiveness, decisional satisfaction, and three key public health theory behavior predictors: perceived benefits, perceived barriers, and self-efficacy. Study 2 provided more evidence that PVI is an internally reliable measure and demonstrates that PVI is a modifiable message feature that can be tested in future experimental work. PVI provides an initial step to assist in the evaluation and testing of visual messages in campaign and intervention materials promoting informed decision making and behavior change.
AB - There is a paucity of research on the visual images used in health communication messages and campaign materials. Even though many studies suggest further investigation of these visual messages and their features, few studies provide specific constructs or assessment tools for evaluating the characteristics of visual messages in health communication contexts. The authors conducted 2 studies to validate a measure of perceived visual informativeness (PVI), a message construct assessing visual messages presenting statistical or indexical information. In Study 1, a 7-item scale was created that demonstrated good internal reliability (α =.91), as well as convergent and divergent validity with related message constructs such as perceived message quality, perceived informativeness, and perceived attractiveness. PVI also converged with a preference for visual learning but was unrelated to a person's actual vision ability. In addition, PVI exhibited concurrent validity with a number of important constructs including perceived message effectiveness, decisional satisfaction, and three key public health theory behavior predictors: perceived benefits, perceived barriers, and self-efficacy. Study 2 provided more evidence that PVI is an internally reliable measure and demonstrates that PVI is a modifiable message feature that can be tested in future experimental work. PVI provides an initial step to assist in the evaluation and testing of visual messages in campaign and intervention materials promoting informed decision making and behavior change.
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U2 - 10.1080/10810730.2013.878004
DO - 10.1080/10810730.2013.878004
M3 - Article
C2 - 24742307
AN - SCOPUS:84916602242
SN - 1081-0730
VL - 19
SP - 1099
EP - 1115
JO - Journal of Health Communication
JF - Journal of Health Communication
IS - 10
ER -