Table 3.
Behavioral Ratings of Stimuli on Persuasion, Emotion and Information Dimensions
| A. Behavioral Responses, Text-based Messages | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Americans | Koreans | |||||||||||
| Avg Pers |
Std Pers |
Avg Info |
Std Info |
Avg Emo |
Std Emo |
Avg Pers |
Std Pers |
Avg Info |
Std Info |
Avg Emo |
Std Emo |
|
| Topic1 | 2.33 | 0.87 | 1.53 | 0.81 | 3.87 | 0.50 | 2.50 | 0.63 | 2.00 | 0.66 | 3.21 | 0.77 |
| Topic2 | 3.53 | 0.81 | 2.80 | 0.98 | 3.80 | 0.40 | 3.43 | 0.62 | 3.00 | 0.76 | 3.64 | 0.61 |
| Topic3 | 3.13 | 0.62 | 2.20 | 0.75 | 3.40 | 0.71 | 2.86 | 0.74 | 2.86 | 0.64 | 2.79 | 0.86 |
| Topic4 | 1.93 | 1.00 | 2.93 | 1.00 | 1.87 | 0.81 | 2.71 | 1.10 | 3.00 | 0.66 | 2.64 | 0.90 |
| Topic5 | 3.73 | 0.57 | 3.47 | 0.50 | 2.93 | 1.00 | 3.64 | 0.48 | 3.57 | 0.50 | 3.36 | 0.72 |
| Topic6 | 2.87 | 0.81 | 3.33 | 0.60 | 2.00 | 0.90 | 3.00 | 0.54 | 3.43 | 0.62 | 2.50 | 1.18 |
| Topic7 | 2.20 | 0.83 | 3.27 | 0.85 | 1.27 | 0.44 | 2.79 | 1.08 | 3.14 | 0.92 | 2.57 | 1.30 |
| Topic8 | 3.80 | 0.40 | 3.60 | 0.61 | 2.33 | 0.79 | 3.71 | 0.45 | 3.79 | 0.41 | 3.00 | 1.07 |
| Topic9 | 3.38 | 0.48 | 3.56 | 0.50 | 2.13 | 0.93 | 3.07 | 0.59 | 3.36 | 0.72 | 2.86 | 0.92 |
| Topic10 | 1.88 | 0.86 | 3.00 | 0.87 | 1.56 | 0.86 | 2.57 | 0.90 | 2.71 | 0.88 | 2.00 | 1.00 |
| Topic11 | 3.25 | 0.56 | 2.25 | 0.83 | 3.50 | 0.61 | 3.43 | 0.50 | 3.07 | 0.46 | 3.36 | 0.72 |
| Topic12 | 3.33 | 0.60 | 3.47 | 0.62 | 2.87 | 0.81 | 3.43 | 0.50 | 3.57 | 0.62 | 2.79 | 0.86 |
| Topic13 | 3.20 | 0.83 | 3.40 | 0.49 | 2.07 | 0.77 | 3.14 | 0.52 | 3.36 | 0.72 | 2.36 | 0.97 |
| Topic14 | 3.50 | 0.61 | 3.44 | 0.50 | 2.38 | 1.11 | 3.43 | 0.50 | 3.57 | 0.62 | 2.86 | 0.99 |
| Topic15 | 3.13 | 0.62 | 3.47 | 1.03 | 1.73 | 0.68 | 2.57 | 0.98 | 3.07 | 1.10 | 2.43 | 1.12 |
| Topic16 | 2.53 | 0.96 | 3.53 | 0.50 | 1.40 | 0.61 | 2.93 | 0.88 | 3.36 | 0.61 | 2.29 | 0.96 |
| Topic17 | 3.60 | 0.49 | 3.60 | 0.49 | 2.33 | 1.01 | 3.79 | 0.41 | 3.79 | 0.41 | 3.36 | 1.11 |
| Topic18 | 3.07 | 0.77 | 2.80 | 0.65 | 3.07 | 0.57 | 3.21 | 0.41 | 3.29 | 0.59 | 2.57 | 0.73 |
| Topic19 | 3.19 | 0.95 | 3.25 | 0.66 | 2.81 | 0.88 | 3.00 | 0.85 | 3.29 | 0.80 | 3.00 | 0.54 |
| Topic20 | 2.00 | 0.82 | 2.53 | 0.81 | 1.80 | 1.11 | 2.64 | 1.04 | 2.57 | 0.90 | 2.43 | 1.05 |
| B. Behavioral Responses, Video-based Messages | ||||||
|---|---|---|---|---|---|---|
| Avg Persuasive |
Std Persuasive |
Avg Emotional |
Std Emotional |
Avg Informative |
Std Informative |
|
| Video 1 | 2.81 | 0.83 | 2.81 | 0.88 | 2.63 | 0.74 |
| Video 2 | 3.11 | 1.01 | 3.22 | 0.75 | 2.89 | 1.01 |
| Video 3 | 2.44 | 0.93 | 2.90 | 0.96 | 1.70 | 0.72 |
| Video 4 | 1.85 | 0.91 | 2.96 | 1.09 | 1.60 | 0.57 |
| Video 5 | 2.81 | 0.96 | 2.78 | 0.97 | 2.59 | 0.80 |
| Video 6 | 1.74 | 0.66 | 2.41 | 1.22 | 1.15 | 0.46 |
| Video 7 | 2.35 | 1.00 | 2.77 | 1.01 | 2.42 | 0.65 |
| Video 8 | 2.35 | 0.92 | 3.07 | 0.88 | 2.23 | 0.75 |
| Video 9 | 3.19 | 0.69 | 2.58 | 0.85 | 2.66 | 0.79 |
| Video 10 | 1.77 | 0.75 | 3.38 | 0.65 | 2.00 | 0.49 |
| Video 11 | 1.85 | 0.91 | 3.15 | 0.94 | 1.46 | 0.65 |
Average persuasion, information and emotion ratings for messages presented.
Pers = persuasive; Info = informative; Emo = emotional.