TABLE 2.

Linear regression model for the effects of message impact and personal characteristics on money donated.

	Donation
Predictors	Estimates	std. Error	t	p
Intercept	14.83	5.03	2.95	0.005 *
Impact	−5.46	2.37	−2.30	0.025 *
PC1	−3.67	4.42	−0.83	0.409
PC2	−9.28	6.10	−1.52	0.133
PC3	−8.68	6.14	−1.41	0.162
PC1*Message	2.74	2.46	1.12	0.268
PC2*Message	6.75	3.14	2.15	0.035 *
PC3*Message	4.48	2.75	1.63	0.108
Observations df	70 62
R2/R2 adjusted	0.157/0.062
AIC	381.426

*p < 0.05.