2007 Summaries of Wildlife Research Findings - Minnesota State ...

Section 5: Agreement With Message Recommendations,
Outcome Involvement, Behavioral Intentions
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Four questions were asked to measure respondents’ agreement with message recommendations (Tables 5-
1 to 5-4), four questions were asked to measure respondents’ outcome involvement (5-5 to 5-8), and five
questions measured behavioral intentions (5-9 to 5-13).
We constructed three scales to measure overall agreement with message recommendations (α = 0.960),
outcome involvement (α = 0.618), and behavioral intentions (α = 0.942). Using these scales, we found
that respondents who received the control message agreed less with the message recommendations, while
respondents who received the basic factual and first-person narrative messages agreed more (Figure 5-1).
We found no significant differences among the control and treatment groups in outcome involvement
(Figure 5-2). However, respondents who received the basic factual, non-aligned social-adjustive, and
first-person narrative messages reported stronger intentions to support a ban on lead shot in the farmland
zone, while those who received the control message reported weaker intentions, compared to other
treatment groups (Figure 5-3).