How Warmth Appeal Affects Persuasion: The Moderating Role of Brand Concepts.

Front Psychol · 2022 · PMC9007165 · PMID 35432143

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hedged sentence

0.0700

closest p · 1.4× alpha

0.0700

boldest claim

The sentences

marginally significantp = 0.07so close (0.05 < p ≤ 0.1)

This effect was marginally significant [M warmth appeal = 5.97, SD = 0.72, M absence of warmth appeal = 5.63, SD = 0.97, t (168) = 1.66, p = 0.07].

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