Table 5.

Logistic regression analysis predicting messages designed by writers based on appeal (N=976)

	Messages designed to be emotional
	OR (SE)a	95% CIb	p
Affect	1.23 (0.02)	1.19-1.27	<0.001
Cognitive processing	0.96 (0.01)	0.94-0.99	0.004
Gain-versus loss-framed	0.38 (0.07)	0.27-0.54	<0.001
Designed to be simple versus complex	1.77 (0.44)	1.08-2.89	0.023
Word count	1.37 (0.01)	1.29-1.45	<0.001
Word length	1.01 (0.01)	0.99-1.03	0.137
New and emerging product	1.47 (0.25)	1.05-2.05	0.025
Model χ2=461.49			<0.001

^aIndicates odds ratio followed by standard error in parentheses.

^bIndicates 95% confidence interval