Validating cross‐modal measures for comparative research: Message veracity, novelty, and memorability

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.