Studying message features
Problems and opportunities
Document designers are interested in the way in which message features influence the effectiveness of the message. As a result, they are interested in studies in which the effects of message features on, for instance, the persuasiveness of the message are assessed. O’Keefe (2003) provides a stimulating discussion on the ways in which these studies can be more informative than they (usually) are. The other two studies, Morgan et al. (2003) and Stephenson (2003), provide a nice illustration of O’Keefe’s discussion. Above and beyond this, they further our knowledge of which message features are novel and exciting and how they influence the effectiveness of antidrug messages.