Efficacy constructs in media use and effects: organizing and appraising the literature

ABSTRACT

Efficacy constructs play central roles in health, political, computer-mediated, environmental, and mass communication research. In this review, we sought to organize and evaluate the efficacy concepts that have accumulated in media effects scholarship. First, we characterize how media effects researchers have studied efficacy constructs, both as perceptions and as message features. We discuss key conceptual and methodological issues for each efficacy construct. Second, we offer a conceptual matrix that puts prominent efficacy constructs in conversation with one another. We conclude with recommendations for media scholars studying efficacy. Ultimately, our review underscores the need for greater clarity and consistency in the study of efficacy as a predictor, outcome, mechanism, and moderator of media use and exposure.

KEYWORDS:

• Efficacy
• measurement
• media effects
• jingle fallacy
• jangle fallacy

Disclosure statement

No potential conflict of interest was reported by the author(s).

Notes

1 Though some have argued for conceptual differences between ‘outcome expectation’ and ‘outcome expectancy’ (e.g. Baranowski et al., 1997), we follow dominant theorizing (Bandura, 1997) and treat the two terms synonymously.

2 On this distinction, Bandura (1997) wrote, ‘Response efficacy is concerned with whether a given course of action can produce a particular attainment; outcome expectations are concerned with the consequences that flow from that attainment’ (p. 283).

Additional information

Funding

This work has benefited from the support of the Spanish National Research Agency’s Program for the Generation of Knowledge and the Scientific and Technological Strengthening Research + Development Grant PID2020-115562GB-I00. The last author is funded by the ‘Beatriz Galindo Program’ from the Spanish Ministry of Science, Innovation & Universities, and the Junta de Castilla y León. Responsibility for the information and views set out in this study lie entirely with the authors.