Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism Page: 86
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behavior constructs, exploratory analysis was conducted to evaluate this possibility. In addition,
results of Study 1 appear to show that involvement with the ad acts as a primary driver on
behavioral intention in this research. Therefore, additional exploratory work was conducted.
Finally, because age was significantly different for early and late responders, exploratory work
with age as a factor is warranted.
Exploratory Analysis - Mediated Moderation
To explore the possibility of mediated moderation by attitude toward the advertisement
(Aad) on the interaction of the TPB predictors and the manipulation, any subject group that
showed significant interactions from the previous step were analyzed following steps for
mediator analysis (Barron and Kenney 1986) using regression via the PROCESS tool (Hayes
2012). This is accomplished statistically by calculating and testing whether the moderation
effects of X on W are mediated through another variable, M (Hayes 2012), which in this research
is Aad. The focus in this calculation is on the indirect effects of XW on Y through M. Following
procedures for mediation analysis, the models are represented in three equations
M =bo + b1X +b2W +b4XW+ e
Y =bo + cjX+ c2W+ c3XW+ e
Y =bo + c'IX+ c'2W+ c'3XW+ bjM+e
which in this research for the first significant three-way interaction from Table 4 are
(6) Aad = bo + b1ATB + b2INVad + b3ATB*INVad + e
(7) DI = bo + cjA TB + C2INVad + C3ATB*INVad + e
(8) DI = bo + c'IATB + c'2INVad + C '3ATB*INVad + bJAad + e86
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Van Steenburg, Eric. Nonprofit Advertising and Behavioral Intention: the Effects of Persuasive Messages on Donation and Volunteerism, dissertation, August 2013; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc500011/m1/96/: accessed July 17, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .