Table 2.
Indirect Effects of Alcohol Advertising Exposure on Behavioral Willingness Outcomes via Automatically-activated Evaluations.
| Outcome: Willingness to… | ||
|---|---|---|
| Drive under influence | Play beer pong (high risk) | |
| Outcome regressed on alcohol ad exposure. |
.077 (.375) |
1.24* (.488) |
| Evaluation regressed on alcohol ad exposure. |
5.199* (2.598) |
5.199* (2.598) |
| Outcome regressed on evaluation (exp. controlled) |
.039** (.012) |
.029 (.016) |
| Outcome regressed on ad exp. (evaluation controlled). |
−.126 (.368) |
1.089* (.490) |
| Indirect effect mean. | .204* (.127) |
.155 (.122) |
| Descriptive Statistics for Study 2. | |||
|---|---|---|---|
| Condition | M | SD | |
| Positive Expectancy Accessibility | Alcohol Ad | .007 | .07 |
| Alcohol PSA | .006 | .06 | |
| Control | .008 | .07 | |
| Negative Expectancy Accessibility | Alcohol Ad | −.04 | .06 |
| Alcohol PSA | −.02 | .07 | |
| Control | −.02 | .07 | |
| Accessibility (Positive Control Items) | Alcohol Ad | .14 | .03 |
| Alcohol PSA | .14 | .02 | |
| Control | .14 | .03 | |
| Accessibility (Negative Control Items) | Alcohol Ad | −.13 | .03 |
| Alcohol PSA | −.13 | .03 | |
| Control | −.12 | .05 | |
Note: 5000 bootstrap re-samples to obtain unbiased probability distributions (see Preacher & Hayes, 2004). N = 139. The SPSS macro produces un-standardized regression coefficients; standardized betas for the relationship between automatically-activated evaluations and behavioral willingness measures are reported in text. Standard errors appear in parentheses.
*
p < .05,
**
p < .01.