Table 2.
Simple moderation analysis results for the effect of persuasive appeal on all DVs, moderated by risk perception.
| Predictor | T2F | Anger | APSA | VBI | PI |
|---|---|---|---|---|---|
| β (SE) [CILL−UL] | β (SE) [CILL−UL] | β (SE) [CILL−UL] | β (SE) [CILL−UL] | β (SE) [CILL−UL] | |
| constant | 4.33 (0.62) *** [3.11, 5.54] |
4.58 (0.70) *** [3.22, 5.95] |
3.91 (0.56) *** [2.82, 5.00] |
3.46 (0.60) *** [2.29, 4.63] |
5.50 (0.72) *** [4.08, 6.93] |
| Persuasive Appeal (PA) | 1.54 (0.60) * [0.36, 2.71] |
0.90 (0.67) [−0.42, 2.23] |
−0.87 (0.54) [−1.93, 0.19] |
0.59 (0.58) [−0.54, 1.73] |
0.50 (0.70) [−0.88, 1.88] |
| Risk Perception (RP) | 0.06 (0.07) [−0.08, 0.20] |
−0.07 (0.08) [−0.22, 0.09] |
0.15 (0.06) * [0.02, 0.27] |
0.23 (0.07) *** [0.10, 0.36] |
−0.26 (0.08) *** [−0.42, −0.11] |
| PA x RP | −0.35 (0.10) *** [−0.55, −0.15] |
−0.23 (0.12) † [−0.45, 0.002] |
0.23 (0.09) * [0.05, 0.42] |
−0.17 (0.10) † [−0.36, 0.03] |
−0.14 (0.12) [−0.37, 0.10] |
| Gender | −0.23 (0.10)* [−0.43, −0.03] |
−0.23 (0.11) * [−0.46, −0.01] |
−0.27 (0.09) ** [−0.44, −0.09] |
0.40 (0.10) *** [−0.59, −0.21] |
−0.30 (0.12) * [−0.53, −.007] |
| Age | 0.004 (0.005) [−0.01, 0.01] |
0.01 (0.01) [−0.002, 0.02] |
−0.001 (0.004) [−0.01, 0.01] |
0.01 (0.005) [−0.004, 0.01] |
0.002 (0.006) [−0.01, 0.01] |
| Prescription medication | −0.98 (0.12) *** [−1.22, −0.75] |
−0.99 (0.13)*** [−1.25, −0.73] |
−0.42 (0.11) *** [−0.63, −0.21] |
−0.34 (0.12) ** [−0.57, −0.11] |
0.99 (0.14) *** [−1.26, −.71) |
| Health insurance | −0.12 (0.13) [−0.37, 0.12] |
−0.22 (0.14) [−0.49, 0.06] |
0.23 (0.11) * [−0.45, −0.004] |
−0.20 (0.12) [−0.43, 0.04] |
−0.16 (0.15) [−0.45, 0.12] |
| Education | 0.47 (0.06) *** [0.36, 0.59] |
0.52 (0.07) *** [0.39, 0.64] |
0.35 (0.05) *** [−0.25, 0.45] |
0.40 (0.06) *** [0.30, 0.51] |
0.66 (0.07) *** [0.53, 0.80] |
| HH income | −0.26 (0.07) *** [−0.40, −0.12] |
−0.32 (0.08) *** [−0.48, −0.15] |
−0.14 (0.07) * [−0.27, −0.01] |
−0.24 (0.07) *** [−0.38, −0.10] |
−0.34 (0.09) *** [−0.51, −0.18] |
| Model Statistics | R = 0.49, R2 = 0.24, F(9, 721) = 25.68 *** |
R = 0.47, R2 = 0.22, F(9, 721) = 22.17 *** |
R = 0.39, R2 = 0.15, F(9, 721) = 14.63 *** |
R = 0.39, R2 = 0.15, F(9, 721) = 14.63 *** |
R = 0.50, R2 = 25, F(9, 721) = 26.94 *** |
Notes. DVS = Dependent Variables; PA = Persuasive Appeal; RP = Risk Perception; T2F = Threat to Freedom; APSA = Attitudes toward the PSA; VBI = Viral Behavioral Intentions; PI = Purchase Intentions; † p ≤ 0.10, * p ≤ 0.05, ** p ≤ 0.01, *** p ≤ 0.001.