ANCOVA Models, Displaying Interaction Effects of Message Frame by Visual Cue on Behavioral, Attitudinal, and Processing Fluency Measures, by Primary Target Audience (n = 85) and Secondary Target Audiences (n = 236)
| Characteristic | M (SE) or n (%) for Experimental Condition | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Gain-Frame Message | Loss-Frame Message | |||||||||
| Emotional Cue | Informational Cue | Emotional Cue | Informational Cue | F Values | ||||||
| Primary Audience | Secondary Audience | Primary Audience | Secondary Audience | Primary Audience | Secondary Audience | Primary Audience | Secondary Audience | Primary Audience | Secondary Audience | |
| Behavioral outcomes | ||||||||||
| Intentions to screen | 4.11 (0.21) | 4.13 (0.13) | 3.83 (0.24) | 4.13 (.12) | 4.00 (0.23) | 4.10 (0.12) | 3.91 (0.21) | 3.95 (0.12) | F (1,80) = 0.26, p = .613 | F (1,231) = 0.39, p = .533 |
| Attitudinal outcomes | ||||||||||
| Advertisement attitude | 1.85 (0.26) | 1.80 (0.18) | 0.99 (0.27) | 1.77 (0.17) | 1.75 (0.26) | 1.88 (0.18) | 1.78 (0.24) | 1.52 (0.17) | F (1,80) = 3.14, p = .080 | F (1,231) = 0.87, p = .352 |
| Advertisement mood | 3.92 (0.39) | 4.02 (0.25) | 4.86 (0.45) | 3.80 (0.24) | 4.18 (0.43) | 4.12 (0.24) | 4.68 (0.40) | 4.05 (0.23) | F (1,80) = 0.20, p = .653 | F (1,231) = 0.10, p = .533 |
| Advertisement message effectiveness | 3.14 (0.10) | 3.16 (0.09) | 3.12 (0.15) | 3.07 (0.08) | 3.25 (0.11) | 3.15 (0.08) | 3.20 (0.10) | 3.00 (0.08) | F (1,80) = 0.00, p = .976 | F (1,231) = 0.14, p = .712 |
| Awareness outcomes | ||||||||||
| Advertisement free recall | 0.99 (0.15)a | 0.88 (0.11) | 0.40 (0.17)a | 0.79 (0.10) | 0.75 (0.16) | 0.72 (0.10) | 0.82 (0.15) | 0.68 (0.10) | F (1,80) = 4.04, p = .048 | F (1,231) = 0.06, p = .816 |
| n | n | n | n | n | n | n | n | |||
| Ad message comprehension | F (1,80) = 1.92, p = .169 | F (1,231) = 0.50, p = .481 | ||||||||
| Correct | 18 | 22 | 9 | 28 | 9 | 32 | 8 | 32 | ||
| Incorrect | 6 | 32 | 9 | 32 | 14 | 31 | 12 | 27 | ||
| Moderator | M (SE) | M (SE) | M (SE) | M (SE) | M (SE) | M (SE) | M (SE) | M (SE) | ||
| Processing fluency | 2.60 (.26) | 2.59 (.20) | 3.19 (.30) | 2.82 (.19) | 2.64 (.28) | 2.74 (.19) | 2.54 (.26) | 2.99 (.18) | F (1,80) = 1.58, p = .214 | F (1,231) = 0.01, p = .946 |
Note: Total sample = 321. Superscript letters denote significant interaction effect from post hoc comparisons after Bonferroni adjustment. Behavior was included in each model as a covariate. ANCOVA = analysis of covariance.