Power and Message Framing: the Case of Comparative Advertising

Customer Needs and Solutions · 2020 · PMC7358295

Europe PMC

hedged sentence

0.0600

closest p · 1.2× alpha

0.0600

boldest claim

The sentences

marginally significantp = .06so close (0.05 < p ≤ 0.1)

Regressing power, ad (dummy-coded), their interaction, and age and gender on purchase intention revealed a marginally significant effect of age ( β = − .01, t (187) = − 1.92, p = .06, semipartial correlation = − .14), and more importantly, a significant interaction of power × ad ( β = .39, t (187) = 2.10, p = .04, semipartial correlation = .143; see Fig. 1 ).

also in 26,082 other papers

Quoted from the open-access full text in Europe PMC under the licence the publisher applied. The sentence is reproduced exactly as published; the emphasis is ours.