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Analyzing Exposure and Attention Variables in Media Effects Research
Unformatted Document Text:  Exposure and Attention 23 Table 3. Regression results comparing additive and multiplicative models for predicting memory of cigarette advertising ___________________________________________________________________________ Beta p R 2 Model 0: control variables .021 gender .04 .53 ethnicity .01 .16 grade .14 .04 Model 1: multiplicative model .021 exposure x attention .04 .58 Model 2: additive model .136 exposure .16 .02 attention .27 .01 Model 3: additive + multiplicative model .137 exposure .16 .02 attention .27 .01 exposure x attention -.02 .77

Authors: Aloise-Young, Patricia. and Slater, Michael.
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Exposure and Attention
23

Table 3. Regression results comparing additive and multiplicative models for predicting
memory of cigarette advertising
___________________________________________________________________________
Beta
p
R
2
Model
0:
control
variables
.021
gender
.04
.53
ethnicity
.01
.16
grade
.14
.04
Model
1:
multiplicative
model .021
exposure
x
attention
.04
.58
Model
2:
additive
model
.136
exposure
.16
.02
attention
.27
.01
Model 3: additive + multiplicative model
.137
exposure
.16
.02
attention
.27
.01
exposure x attention
-.02
.77


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