Validating cross‐modal measures for comparative research: Message veracity, novelty, and memorability
研究识别并验证了三种跨模态信息感知（真实性、新颖性、记忆性），通过三项研究确认其因子结构、区分效度及跨模态适用性，为比较不同信息模式（如叙事与论证）的效果提供测量工具。
Abstract 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.