Perceived visual informativeness (PVI): Construct and scale development to assess visual information in printed materials

Andy J. King, Jakob D. Jensen, Lashara A. Davis, Nick Carcioppolo

Research output: Contribution to journalArticle

12 Citations (Scopus)

Abstract

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.

Original languageEnglish (US)
Pages (from-to)1099-1115
Number of pages17
JournalJournal of Health Communication
Volume19
Issue number10
DOIs
StatePublished - Oct 3 2014

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Health Communication
Health
Aptitude
Communication
Public health
Self Efficacy
Health Promotion
Decision Making
Public Health
campaign
Decision making
Learning
behavior theory
communication
Testing
health
social attraction
Research
self-efficacy
public health

ASJC Scopus subject areas

  • Public Health, Environmental and Occupational Health
  • Health(social science)
  • Library and Information Sciences
  • Communication
  • Medicine(all)

Cite this

Perceived visual informativeness (PVI) : Construct and scale development to assess visual information in printed materials. / King, Andy J.; Jensen, Jakob D.; Davis, Lashara A.; Carcioppolo, Nick.

In: Journal of Health Communication, Vol. 19, No. 10, 03.10.2014, p. 1099-1115.

Research output: Contribution to journalArticle

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