Responding to Activism (ICA-15-11621)

18

Tests of Hypotheses

To test Hypothesis 1, hierarchical regression analysis was conducted to evaluate how well the attitude

and subjective norm measures predicted behavioral intention. Separate analyses were on the two sets of

measures regarding behavioral intention, attitude and subjective norm for eating at McDonald’s and

eating meat at McDonald’s.

In the first analysis, the standardized measure of intention to eat at McDonald’s served as the

dependent variable. This measure was regressed on the measures of subjective norm regarding eating at

McDonald’s and attitude toward eating at McDonald’s. The subjective norm measure was entered in step

1 of the equation. The addition of attitude toward eating at McDonald’s to the equation in step 2

accounted for a significant increase in explained variance in intention to eat at McDonald’s, from 21% to

50%. The measures of attitude toward eating at McDonald’s and subjective norm regarding eating at

McDonald’s explained 50% of the variance in the intention to eat at McDonald’s measure,

*F*(2,170)=83.44, *p=* .000. The main effects of subjective norm regarding eating at McDonald’s were

controlled by entering them on the first step. Only attitude toward eating at McDonald’s was significant

as a unique predictor (B=.63, *p= *.000). Regression coefficients and squared multiple correlations are

reported in Table 3.

In the second analysis, the standardized measure of intention to eat meat at McDonald’s served as the

dependent variable. This measure was regressed on the measures of subjective norm regarding eating

meat at McDonald’s and attitude toward eating meat at McDonald’s. The subjective norm measure was

entered in step 1 of the equation. The addition of attitude to the equation in step 2 accounted for a

significant increase in variance in intention to eat meat at McDonald’s, from 24% to 53%. The attitude

and subjective norm measures explained 53% of the variance in intention to eat meat at McDonald’s,

*F*(2,170)=95.23, *p=* .001. The main effects of subjective norm were controlled by entering it on the first

step. Again, only attitude toward eating at McDonald’s was significant as a unique predictor (*B*=.68,

*p=*.000). Regression coefficients and squared multiple correlations are reported in Table 4.

Correlations among the independent variables and dependent variables used in the tests of Hypothesis

1 were significant (*p*< .001), and relatively high. Correlation coefficients are reported in Table 5.

These findings support Hypothesis 1. Attitude toward behavior and subjective norm regarding

behavior predict behavioral intention. In addition, attitude toward behavior appears to be is a stronger

predictor of behavioral intention than subjective norm regarding behavior.

To test Hypothesis 2, linear regression analysis was conducted to evaluate how well salient beliefs

predict attitude toward behavior. Data analysis was conducted separately on the measures for attitude

toward eating at McDonald’s and attitude toward eating meat at McDonald’s. In the first analysis, attitude

toward eating at McDonald’s, the dependent variable, was regressed on the measure of beliefs about