Subjective message constructs: A theory of persuasion

Abstract

Subjective message construct theory maintains that the underlying constructs, or cognitive tests, that receivers apply to persuasive messages require that message information be perceived as important, novel, and plausible for belief change to occur. In three different studies a total of six complete replications of the theory were performed. For each replication respondents indicated their subjective beliefs in the probability of the claim, datum, claim given the datum, and claim if not the datum. These subjective probabilities were subsequently placed in a mathematical formulation that represented a multiplicative combination of importance, novelty, and plausibility. The results from six replications indicated that between 25 and 50% percent of the variance in belief change can be explained by subjective message construct theory. Additionally, the results from validity checks indicated that subjective probabilities can be used to construct valid operational measures of importance and novelty.