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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) 19 McDonald’s. Results indicate that the two variables are positively linearly related such that as beliefs about McDonald’s increase in favorability attitude toward eating at McDonald’s increases in favorability. The correlation between the beliefs measure and the attitude measure was .45, F(1,167)=41.54, p=.000. Approximately 20% of the variance in attitude toward eating at McDonald’s was accounted for by its linear relationship with beliefs about McDonald’s (r 2 =.20). In the second analysis, attitude toward eating meat at McDonald’s was regressed on the measure of beliefs about McDonald’s. The correlation between the beliefs measure and the attitude measure was .51, F(1,167)=59.21, p=.000. Approximately 26% of the variance in attitude toward eating meat at McDonald’s was accounted for by its linear relationship with beliefs about McDonald’s (r 2 =.26). These results support Hypothesis 2 and indicate that beliefs about McDonald’s were a slightly better predictor of attitude toward eating meat at McDonald’s than attitude toward eating at McDonald’s. To test Hypothesis 3, ANOVA was conducted to determine public relations strategy influence on attitude toward strategy. The dependent variable was the measure of attitude toward strategy and the independent variable was treatment type with nine levels. The strength of relationship between the treatments and attitude toward strategy, as assessed by η 2 , was strong, with treatment type accounting for 15% of the variance in attitude toward strategy, F(8,161)=3.55, p=.001. The means and standard deviations for the nine treatments are reported in Table 6. Results indicate that the cooperative problem-solving response message (M=5.74) produced the highest mean among the nine treatment types. This was followed by the facilitative (M =5.21) and promise and reward (M =5.20) response messages. The informative and persuasive response messages had the same mean score (M =5.05). The threat and punishment response message produced the lowest mean among the response message treatments (M =4.16). The control message treatment (M =3.63) and the overall control treatment (M =3.87) produced the lowest means among the nine treatment types. Follow-up pairwise comparisons were conducted to examine specific differences in means among treatment type for attitude toward strategy. A Levene’s Test was significant, F(8,161)=3.25, p=.002, indicating that the assumption of equality of error variances was met; therefore, LSD was used for post- hoc analysis. The results of pairwise comparisons are presented in Table 7. Results indicate that the means for the informative, facilitative, persuasive and cooperative problem-solving response messages were significantly higher that the means for the control message treatment and the overall control condition. In addition, the facilitative, promise and reward, and cooperative problem-solving response message means were significantly higher that the threat and punishment response message mean. The cooperative problem-solving response message mean was also significantly higher than the bargaining response message mean. These results support Hypothesis 3, indicating that public relations strategies influence attitude toward strategy.

Authors: Page, Kelly.
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Responding to Activism (ICA-15-11621)
19
McDonald’s. Results indicate that the two variables are positively linearly related such that as beliefs
about McDonald’s increase in favorability attitude toward eating at McDonald’s increases in favorability.
The correlation between the beliefs measure and the attitude measure was .45, F(1,167)=41.54, p=.000.
Approximately 20% of the variance in attitude toward eating at McDonald’s was accounted for by its
linear relationship with beliefs about McDonald’s (r
2
=.20).
In the second analysis, attitude toward eating meat at McDonald’s was regressed on the measure of
beliefs about McDonald’s. The correlation between the beliefs measure and the attitude measure was .51,
F(1,167)=59.21, p=.000. Approximately 26% of the variance in attitude toward eating meat at
McDonald’s was accounted for by its linear relationship with beliefs about McDonald’s (r
2
=.26). These
results support Hypothesis 2 and indicate that beliefs about McDonald’s were a slightly better predictor of
attitude toward eating meat at McDonald’s than attitude toward eating at McDonald’s.
To test Hypothesis 3, ANOVA was conducted to determine public relations strategy influence on
attitude toward strategy. The dependent variable was the measure of attitude toward strategy and the
independent variable was treatment type with nine levels. The strength of relationship between the
treatments and attitude toward strategy, as assessed by
η
2
, was strong, with treatment type accounting for
15% of the variance in attitude toward strategy, F(8,161)=3.55, p=.001. The means and standard
deviations for the nine treatments are reported in Table 6.
Results indicate that the cooperative problem-solving response message (M=5.74) produced the
highest mean among the nine treatment types. This was followed by the facilitative (M =5.21) and
promise and reward (M =5.20) response messages. The informative and persuasive response messages
had the same mean score (M =5.05). The threat and punishment response message produced the lowest
mean among the response message treatments (M =4.16). The control message treatment (M =3.63) and
the overall control treatment (M =3.87) produced the lowest means among the nine treatment types.
Follow-up pairwise comparisons were conducted to examine specific differences in means among
treatment type for attitude toward strategy. A Levene’s Test was significant, F(8,161)=3.25, p=.002,
indicating that the assumption of equality of error variances was met; therefore, LSD was used for post-
hoc analysis. The results of pairwise comparisons are presented in Table 7. Results indicate that the
means for the informative, facilitative, persuasive and cooperative problem-solving response messages
were significantly higher that the means for the control message treatment and the overall control
condition. In addition, the facilitative, promise and reward, and cooperative problem-solving response
message means were significantly higher that the threat and punishment response message mean. The
cooperative problem-solving response message mean was also significantly higher than the bargaining
response message mean. These results support Hypothesis 3, indicating that public relations strategies
influence attitude toward strategy.


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