Table 2.

Website pages using image restoration strategies

	Philip Morris (n = 49)		Kraft (n = 19)		Nestlé (n = 14)
	n	%	n	%	n	%
Denial	13	0.27	7	0.37	9	0.64
Simple denial	9	0.18	3	0.16	7	0.50
Shift the blame	6	0.12	5	0.26	4	0.29
Victimization	0	0	0	0	3	0.21
Evasion of responsibility	16	0.33	5	0.26	2	0.14
Provocation	1	0.02	0	0	0	0
Defeasibility	16	0.33	5	0.26	2	0.14
Reducing offensiveness	21	0.43	10	0.53	11	0.79
Bolstering	17	0.35	9	0.47	6	0.43
Minimization	10	0.20	1	0.05	3	0.21
Transcendence	3	0.06	0	0	6	0.43
Attack accuser	0	0	0	0	3	0.21
Corrective action	23	0.47	14	0.74	8	0.57
Product	5	0.10	3	0.16	0	0
Packaging	0	0	6	0.32	4	0.29
Disclosure or cooperation	15	0.31	1	0.05	7	0.50
Others	11	0.22	4	0.21	1	0.07
Kids	3	0.06	5	0.26	0	0

Note. Percentages do not add up to 100% because each document could use multiple strategies.