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Responding to Activism: An Experimental Analysis of Public Relations Strategy Influence on Beliefs, Attitudes, and Behavioral Intentions
Unformatted Document Text:  Responding to Activism (ICA-15-11621) 15 To compare the means for each response message across the seven strategy definitions, multivariate repeated measures ANOVA was conducted with response message as the within-subjects factor and strategy definition as the dependent variable with seven levels. Main effects were tested using the multivariate criterion of Wilks’ lambda ( Λ ). Results indicate significant multivariate effects for all seven response messages: Informative response message, Λ =.71, F(6, 23)=9.17, p=.000; Facilitative response message, Λ =.36, F(6, 23)=6.75, p=.000; Persuasive response message, Λ =.27, F(6, 23)=10.53, p=.000; Promise and reward response message, Λ =.19, F(6, 23)=16.08, p=.000; Threat and punishment response message, Λ =.49, F(6, 23)=4.05, p=.006; Bargaining response message, Λ =.39, F(6, 23)=6.09, p=.001; Cooperative problem-solving response message, Λ =.17, F(6, 23)=19.09, p=.000. Follow-up within-subjects pairwise comparisons were conducted to examine specific differences in means scores for each response message across the seven strategy definitions. Results of this analysis are presented in Table 1. Low means indicate greater agreement between response message and strategy definition. Bold means indicate the greatest agreement between response message and strategy definition. A summary of the results of this analysis is presented below. Informative response message: The informative strategy definition had the second lowest mean, following the persuasive strategy definition. The informative strategy definition mean was significantly different than the facilitative, promise and reward, threat and punishment, and bargaining strategy definition means. Facilitative response message: The facilitative strategy definition had the lowest mean. This mean was significantly different than all other strategy definition means. Persuasive response message: The persuasive strategy definition had the lowest mean. This mean was significantly different than all other strategy definition means. Promise and reward response message: The promise and reward strategy definition had the lowest mean; however, this mean score was shared by the cooperative problem-solving strategy definition. The promise and reward strategy definition mean was significantly different than the informative, facilitative, and threat and punishment strategy definition means. Threat and punishment response message: The threat and punishment strategy definition had the second lowest mean, following the persuasive strategy definition. The threat and punishment strategy definition mean was significantly different than the informative, facilitative, bargaining, and cooperative problem-solving strategy definition means. Bargaining response message: The bargaining strategy definition had the fourth lowest mean, after the facilitative, persuasive, and cooperative problem-solving strategy definition means. The bargaining strategy definition mean was significantly different than the informative definition mean.

Authors: Page, Kelly.
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Responding to Activism (ICA-15-11621)
15
To compare the means for each response message across the seven strategy definitions, multivariate
repeated measures ANOVA was conducted with response message as the within-subjects factor and
strategy definition as the dependent variable with seven levels. Main effects were tested using the
multivariate criterion of Wilks’ lambda (
Λ
). Results indicate significant multivariate effects for all seven
response messages: Informative response message,
Λ
=.71, F(6, 23)=9.17, p=.000; Facilitative response
message,
Λ
=.36, F(6, 23)=6.75, p=.000; Persuasive response message,
Λ
=.27, F(6, 23)=10.53, p=.000;
Promise and reward response message,
Λ
=.19, F(6, 23)=16.08, p=.000; Threat and punishment response
message,
Λ
=.49, F(6, 23)=4.05, p=.006; Bargaining response message,
Λ
=.39, F(6, 23)=6.09, p=.001;
Cooperative problem-solving response message,
Λ
=.17, F(6, 23)=19.09, p=.000.
Follow-up within-subjects pairwise comparisons were conducted to examine specific differences in
means scores for each response message across the seven strategy definitions. Results of this analysis are
presented in Table 1. Low means indicate greater agreement between response message and strategy
definition. Bold means indicate the greatest agreement between response message and strategy definition.
A summary of the results of this analysis is presented below.
Informative response message: The informative strategy definition had the second lowest mean,
following the persuasive strategy definition. The informative strategy definition mean was
significantly different than the facilitative, promise and reward, threat and punishment, and
bargaining strategy definition means.
Facilitative response message: The facilitative strategy definition had the lowest mean. This mean
was significantly different than all other strategy definition means.
Persuasive response message: The persuasive strategy definition had the lowest mean. This mean was
significantly different than all other strategy definition means.
Promise and reward response message: The promise and reward strategy definition had the lowest
mean; however, this mean score was shared by the cooperative problem-solving strategy definition.
The promise and reward strategy definition mean was significantly different than the informative,
facilitative, and threat and punishment strategy definition means.
Threat and punishment response message: The threat and punishment strategy definition had the
second lowest mean, following the persuasive strategy definition. The threat and punishment strategy
definition mean was significantly different than the informative, facilitative, bargaining, and
cooperative problem-solving strategy definition means.
Bargaining response message: The bargaining strategy definition had the fourth lowest mean, after
the facilitative, persuasive, and cooperative problem-solving strategy definition means. The
bargaining strategy definition mean was significantly different than the informative definition mean.


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