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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) 16 Cooperative problem-solving response message: The cooperative problem-solving strategy definition had the lowest mean. The cooperative problem-solving strategy mean was significantly different than all other strategy definition means except the informative strategy definition. To compare the means for each strategy definition across the seven response messages, multivariate repeated measures ANOVA was conducted. For these data analysis, response message was the between- subjects factor and strategy definition was the dependent variable with seven levels. Main effects were tested using the multivariate criterion of Wilks’ lambda (L). Results indicate significant multivariate effects for all seven response messages: Informative response message, Λ =.37, F(6, 23)=6.45, p=.000; Facilitative response message, Λ =.37, F(6, 23)=6.55, p=.000; Persuasive response message, Λ =.33, F(6, 23)=7.81, p=.000; Promise and reward response message, Λ =.21, F(6, 23)=14.19, p=.000; Threat and punishment response message, Λ =.32, F(6, 23)=8.25, p=.006; Bargaining response message, Λ =.32, F(6, 23)=8.25, p=.001; Cooperative problem-solving response message, Λ =.25, F(6, 23)=11.40, p=.000. Follow-up between-subjects pairwise comparisons were conducted to examine specific differences in means scores for each strategy definition across the seven response messages. Results of this analysis are presented in Table 2. 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 strategy definition: The informative response message had the second lowest mean, following the cooperative problem solving response message. The informative response message mean was significantly different than the persuasive, bargaining, and cooperative problem-solving response message means. Facilitative strategy definition: The facilitative response message had the lowest mean. The facilitative response message mean was significantly different than all other response message means except the bargaining response message mean. Persuasive strategy definition: The persuasive response message had the second lowest mean, following the threat and punishment response message mean. The persuasive response message mean was significantly different than the facilitative and cooperative problem-solving message means. Promise and reward strategy definition: The promise and reward response message had the lowest mean. The promise and reward response message mean was significantly different than all other response message means. Threat and punishment strategy definition: The threat and punishment response message had the lowest mean. The threat and punishment response message mean was significantly different than all other response message means.

Authors: Page, Kelly.
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Responding to Activism (ICA-15-11621)
16
Cooperative problem-solving response message: The cooperative problem-solving strategy definition
had the lowest mean. The cooperative problem-solving strategy mean was significantly different than
all other strategy definition means except the informative strategy definition.
To compare the means for each strategy definition across the seven response messages, multivariate
repeated measures ANOVA was conducted. For these data analysis, response message was the between-
subjects factor and strategy definition was the dependent variable with seven levels. Main effects were
tested using the multivariate criterion of Wilks’ lambda (L). Results indicate significant multivariate
effects for all seven response messages: Informative response message,
Λ
=.37, F(6, 23)=6.45, p=.000;
Facilitative response message,
Λ
=.37, F(6, 23)=6.55, p=.000; Persuasive response message,
Λ
=.33, F(6,
23)=7.81, p=.000; Promise and reward response message,
Λ
=.21, F(6, 23)=14.19, p=.000; Threat and
punishment response message,
Λ
=.32, F(6, 23)=8.25, p=.006; Bargaining response message,
Λ
=.32, F(6,
23)=8.25, p=.001; Cooperative problem-solving response message,
Λ
=.25, F(6, 23)=11.40, p=.000.
Follow-up between-subjects pairwise comparisons were conducted to examine specific differences in
means scores for each strategy definition across the seven response messages. Results of this analysis are
presented in Table 2. 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 strategy definition: The informative response message had the second lowest mean,
following the cooperative problem solving response message. The informative response message
mean was significantly different than the persuasive, bargaining, and cooperative problem-solving
response message means.
Facilitative strategy definition: The facilitative response message had the lowest mean. The
facilitative response message mean was significantly different than all other response message means
except the bargaining response message mean.
Persuasive strategy definition: The persuasive response message had the second lowest mean,
following the threat and punishment response message mean. The persuasive response message mean
was significantly different than the facilitative and cooperative problem-solving message means.
Promise and reward strategy definition: The promise and reward response message had the lowest
mean. The promise and reward response message mean was significantly different than all other
response message means.
Threat and punishment strategy definition: The threat and punishment response message had the
lowest mean. The threat and punishment response message mean was significantly different than all
other response message means.


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