Four Perspectives on . . .

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in the first two rows reveals coefficients that are very similar to one another. When acceleration

is entered first, it is statistically significant, but velocity is not (Equation 1). When velocity is

entered first, it is statistically significant, but acceleration is not (Equation 2). Although velocity

is a slightly better predictor than acceleration (a difference of .001), the analysis was unable to

provide clear evidence in favor of one perspective over the other due to the degree of collinearity

between the two predictors (r = .87).

...TABLE 3 ABOUT HERE...

In the center of the table, velocity is contrasted with deceleration. In Equation 1, velocity

is significant when it is entered first, and deceleration, when entered second, is not. In Equation

2, deceleration is significant when it is entered first, but velocity contributes significant

predictive power even when it is entered in the second block. Thus, these results favor velocity

over deceleration.

The results of the final comparison (acceleration vs. deceleration) are given in the lower

third of Table 3. As would be expected on the basis of the previous two analyses, acceleration is

the better predictor. It is significant in Equation 1, whereas deceleration is not, and it contributes

additional predictive power above and beyond deceleration in Equation 2.

In sum, these results suggested mixed support for H4 (i.e., acceleration) and H5 (i.e.,

velocity). Both variables predicted persuasion, but it was impossible to discriminate between

them in these data. Despite a significant bivariate relationship between deceleration and

persuasion (see Table 1), we rejected H6 on the grounds that deceleration contributed no unique

information to the regression models in any of the comparisons.

3

Discussion