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Table 2: Bush Ad Emphasis and the Influence of Issue Priorities
on Bush Evaluations
Direct effects
Education
Health
Social
Taxes
Care
Security
Issue priority
-2.595*
-1.289
-1.224
2.304*
(1.248)
(1.098)
(1.209)
(.996)
Issue ads × issue priority
0.104
-0.086
0.958**
0.514†
(.289)
(.303)
(.341)
(.266)
Issue ads × partisanship × issue priority
-0.0713
-0.059
-0.153†
0.066
(.072)
(.089)
(.083)
(.097)
Issue ads
-0.232
0.085
-1.065†
-0.451
(.491)
(.458)
(.546)
(.337)
Partisanship × issue priority
0.301
0.490
-0.030
0.411
(.494)
(.444)
(.475)
(.440)
Partisanship
-7.693**
-7.908**
-7.346**
7.812**
(.753)
(.632)
(.721)
(.509)
Economic perceptions
1.378**
1.293**
1.230**
1.141**
(.387)
(.387)
(.385)
(.382)
Awareness
1.670
1.452
1.595
1.761†
(1.034)
(1.046)
(1.023)
(1.036)
Education
-2.661**
-2.754**
-2.631**
-2.133**
(.745)
(.750)
(.743)
(.746)
Female
-1.434
-1.684
-2.201
-2.504
(1.569)
(1.571)
(1.570)
(1.5579)
Age
0.019
0.043
0.021
0.046
(.048)
(.049)
(.049)
(.048)
Minority
0.454
0.447
0.432
-0.912
(2.078)
(2.087)
(2.089)
(2.083)
Constant
49.333
47.123
48.684
44.526
(6.172)
(6.146)
(6.119)
(6.035)
Variance effects
σ
2
σ
2
σ
2
σ
2
Bush issue ads
-.015
-.015
-.047**
-.011
(.015)
(.016)
(.017)
(.015)
Education
-.071†
-.068
-.064
-.079†
(.042)
(.042)
(.042)
(.041)
Constant
6.675
6.659
6.682
6.669
(.147)
(.147)
(.145)
(.146)
Initial log likelihood
-4295.12
-4269.59
-4274.60
-4291.30
Final log likelihood
-3813.33
-3793.30
-3790.45
-3802.11
Model χ
2
477.18**
460.91**
495.15**
505.56**
N
1030
1024
1025
1029
Notes: Estimates are heteroskedastic regression estimates obtained via maximum likelihood.
** p < .01; * p < .05; †p < .10. Standard errors in parentheses.
32
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