Assesses a respondent's perception of how persuasive and cognitively impactful the content of an advertising message was. Captures whether the message was seen as strong, powerful, informative, and capable of shifting the respondent's thinking on a topic. Three of the five items closely parallel earlier work by Lord, Lee, and Sauer (1995) on argument strength. Used as a manipulation check in the context of myth/fact message framing effects on attitudes toward mental illness.
Yeh, M.A., & Jewell, R.D. (2015). The myth/fact message frame and persuasion in advertising: Enhancing attitudes toward the mentally ill. Journal of Advertising, 44(2), 161-172.
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