Table 3.

Factor loadings for the University of North Carolina Perceived Message Effectiveness Scale

	Adult convenience			Adult probability							Adolescent probability
	PME	AR1	FO	PME	AM	AR1	AR2	FO	LE	UR	PME	AM	AR1	AR2	FO	LE	UR
Discouragement	0.92	0.23		0.93	0.19						0.92	0.26
Unpleasantness	0.91	0.18		0.91	0.31						0.91	0.36
Concern	0.89	0.27		0.86	0.37						0.89	0.35
Discouragement	0.92		0.23	0.93		0.19					0.92		0.26
Unpleasantness	0.91		0.18	0.91		0.31					0.91		0.36
Concern	0.89		0.27	0.86		0.37					0.89		0.35
Discouragement				0.93			0.19				0.92			0.26
Unpleasantness				0.91			0.31				0.91			0.36
Concern				0.86			0.37				0.89			0.35
Discouragement				0.93				0.19			0.92				0.26
Unpleasantness				0.91				0.31			0.91				0.36
Concern				0.86				0.37			0.89				0.35
Discouragement				0.93					0.19		0.92					0.26
Unpleasantness				0.91					0.31		0.91					0.36
Concern				0.86					0.37		0.89					0.35
Discouragement				0.93						0.19	0.92						0.26
Unpleasantness				0.91						0.31	0.91						0.36
Concern				0.86						0.37	0.89						0.35
Variance (%)	82.6	2.6	2.6	81.5	1.5	1.5	1.5	1.5	1.5	1.5	81.9	1.8	1.8	1.8	1.8	1.8	1.8
χ2, df, p	1839, 15606, >.05			973, 153, <.001							277, 163, <.001
RMSEA, Zh (%)	0, 81.8			0.056, 77.8							0.031, 82.9

Items loaded on a general factor for perceived message effectiveness (PME) and uncorrelated factors for each of the rated messages (e.g., AR1) to control for message-specific variance. AM, ammonia message; AR1 and AR2, arsenic messages; FO, formaldehyde message; LE, lead message; χ2, likelihood ratio (adult convenience) and limited information (adult and adolescent probability) goodness-of-fit indices; RMSEA, root mean squared error of approximation; UR, uranium message; Z_h, person-fit index summarized as percentage of cases with good fit.