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Public Service Announcements: Does Deception in Advertising Affect the Public's Intent to Donate?

Technical Business Research
GENB 5321
Fall 2005

December 12, 2005

Table of Contents

I. Executive Summary 3
II. Introduction 6
III. Research Methods and Procedures 8
IV. Managerial Implications 9
V. Data Analysis and Findings 10
A. Scale Reliability 10
B. Factor Analysis 13
C. Analysis of Variance (ANOVA) and Results 14
D. Multiple Regression Analysis and Results 16
VI. Conclusions and Recommendations 17
VII. Limitations 18
VIII. Appendix 20
A. References 21
B. Model Results 22
C. Responses to Surveys 23
D. Reliabilities 24
E. Assessment of Scale Dimensions 31
F. Demographic Results 35
G. Explorative Interviews 39
H. Surveys 54


Executive Summary
The objective of the research is to......

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Approximate Word Count: 17987
Approximate Pages: 72 (250 words per double-spaced page)

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