MANOVA comparison of segments
| Segment | Profit Perceivers | Conscientious Conservatives | Progress Patrons | Balanced Believers | |||
|---|---|---|---|---|---|---|---|
| Cluster # | 1 | 2 | 3 | 4 | Total sample | F (3.262) | p |
| n | 94 | 47 | 189 | 135 | 465 | ||
| % | 20.22 | 10.11 | 40.65 | 29.03 | |||
| Support intention (M) | 4.41 | 4.43 | 5.04 | 6.01 | |||
| Personality | |||||||
| Extraversion | 3.00 (1.44) | 3.04 (1.63) | 3.42 (1.51) | 4.06 (1.76) | 3.48 (1.63) | 10.19 | <0.001 |
| Agreeableness | 5.22 (1.18) | 4.88 (1.19) | 5.32 (1.17) | 5.84 (1.07) | 5.40 (1.18) | 10.89 | <0.001 |
| Conscientiousness | 5.16 (1.23) | 5.31 (1.22) | 4.96 (1.28) | 5.13 (1.42) | 5.08 (1.31) | 10.96 | 0.311 |
| Neuroticism | 3.08 (1.36) | 3.05 (1.33) | 3.32 (1.45) | 3.11 (1.44) | 3.18 (1.42) | 10.02 | 0.385 |
| Openness | 5.36 (1.39) | 5.10 (1.56) | 5.47 (1.22) | 5.85 (1.15) | 5.52 (1.29) | 50.38 | 0.001 |
| Political ideology and engagement | |||||||
| Political ideology | 3.50 (1.64) | 4.19 (1.84) | 3.13 (1.70) | 2.78 (1.77) | 3.21 (1.76) | 80.96 | <0.001 |
| Attend meetings | 1.35 (0.97) | 1.38 (0.95) | 1.88 (1.44) | 2.60 (1.93) | 1.93 (1.56) | 16.12 | <0.001 |
| Participate in demonstrations | 1.40 (1.06) | 1.32 (1.00) | 1.95 (1.57) | 2.66 (2.01) | 1.98 (1.65) | 15.23 | <0.001 |
| Contact public officials/media | 1.60 (1.27) | 1.60 (1.35) | 2.55 (1.90) | 3.04 (2.08) | 2.40 (1.88) | 15.5 | <0.001 |
| Display signs, banners, stickers | 1.40 (1.04) | 1.45 (1.04) | 2.21 (1.71) | 3.00 (2.10) | 2.20 (1.77) | 20.6 | <0.001 |
| Engage on social media | 3.04 (1.88) | 2.81 (2.06) | 3.74 (1.96) | 4.95 (1.92) | 3.86 (2.09) | 24.49 | <0.001 |
| Vote | 4.73 (2.55) | 4.43 (2.58) | 4.91 (2.48) | 5.77 (1.93) | 5.08 (2.40) | 60.07 | <0.001 |
| Donate time/money | 2.22 (1.82) | 1.79 (1.47) | 2.70 (1.87) | 3.42 (2.19) | 2.72 (1.99) | 11.8 | <0.001 |
| Moral foundations | |||||||
| Harm | 5.63 (1.07) | 5.38 (1.23) | 5.67 (1.10) | 5.95 (1.09) | 5.71 (1.12) | 30.85 | 0.010 |
| Fairness | 5.54 (1.11) | 5.30 (1.33) | 5.63 (1.21) | 6.05 (1.09) | 5.70 (1.19) | 60.65 | <0.001 |
| Loyalty | 3.46 (1.20) | 4.23 (1.71) | 3.90 (1.48) | 4.05 (1.50) | 3.89 (1.47) | 40.17 | 0.006 |
| Authority | 4.09 (1.36) | 4.64 (1.68) | 4.35 (1.46) | 4.25 (1.59) | 4.30 (1.51) | 10.55 | 0.201 |
| Purity | 3.35 (1.65) | 3.97 (1.89) | 3.88 (1.57) | 3.89 (1.95) | 3.79 (1.75) | 20.51 | 0.058 |
| Brand activism preferences | |||||||
| Environmental | 5.22 (1.61) | 4.26 (2.21) | 5.78 (1.49) | 6.38 (1.05) | 5.69 (1.62) | 27.28 | <0.001 |
| Family & social | 3.40 (1.72) | 2.98 (2.03) | 4.75 (1.69) | 5.94 (1.39) | 4.64 (1.95) | 61.59 | <0.001 |
| Health & welfare | 3.81(1.76) | 3.57 (1.20) | 5.02 (1.64) | 5.99 (1.34) | 4.91 (1.84) | 45.26 | <0.001 |
| Legal & justice | 3.24 (1.71) | 3.00 (2.09) | 4.74 (1.53) | 5.64 (1.63) | 4.52 (1.92) | 53.3 | <0.001 |
| Immigration | 3.05 (1.59) | 2.83 (2.07) | 4.28 (1.71) | 5.33 (1.62) | 4.19 (1.93) | 44.53 | <0.001 |
| Economic policy | 3.99 (1.70) | 3.72 (1.84) | 4.88 (1.60) | 5.84 (1.47) | 4.86 (1.77) | 33.66 | <0.001 |
| Infrastructure | 4.14 (1.68) | 3.89 (1.91) | 4.95 (1.59) | 5.74 (1.40) | 4.91 (1.72) | 25.98 | <0.001 |
| Security & terrorism | 3.34 (1.56) | 3.04 (1.97) | 4.22 (1.64) | 4.76 (1.93) | 4.08 (1.84) | 18.29 | 0.005 |
| Global wars & conflicts | 3.46 (1.84) | 2.79 (1.83) | 4.25 (1.68) | 5.27 (1.66) | 4.24 (1.90) | 33.62 | <0.001 |
| Types of brand activism support | |||||||
| Engage on social media | 2.07 (1.48) | 1.89 (1.55) | 3.61 (1.80) | 5.34 (1.74) | 3.63 (2.12) | 88.56 | <0.001 |
| Word-of mouth | 2.36 (1.54) | 2.06 (1.62) | 3.98 (1.55) | 5.44 (1.30) | 3.88 (1.93) | 105.87 | <0.001 |
| Purchase | 3.66 (1.43) | 3.02 (1.74) | 4.62 (1.22) | 5.94 (1.08) | 4.65 (1.61) | 89.11 | <0.001 |
| Donate time/money | 1.70 (1.13) | 1.34 (0.96) | 2.89 (1.70) | 3.91 (1.99) | 2.79 (1.87) | 47.5 | <0.001 |
| Contact public officials/media | 1.18 (0.57) | 1.32 (0.86) | 2.35 (1.59) | 3.22 (2.05) | 2.26 (1.73) | 38.7 | <0.001 |
| Segment | Profit Perceivers | Conscientious Conservatives | Progress Patrons | Balanced Believers | |||
|---|---|---|---|---|---|---|---|
| Cluster # | 1 | 2 | 3 | 4 | Total sample | ||
| 94 | 47 | 189 | 135 | 465 | |||
| % | 20.22 | 10.11 | 40.65 | 29.03 | |||
| Support intention (M) | 4.41 | 4.43 | 5.04 | 6.01 | |||
| Extraversion | 3.00 (1.44) | 3.04 (1.63) | 3.42 (1.51) | 4.06 (1.76) | 3.48 (1.63) | 10.19 | |
| Agreeableness | 5.22 (1.18) | 4.88 (1.19) | 5.32 (1.17) | 5.84 (1.07) | 5.40 (1.18) | 10.89 | |
| Conscientiousness | 5.16 (1.23) | 5.31 (1.22) | 4.96 (1.28) | 5.13 (1.42) | 5.08 (1.31) | 10.96 | 0.311 |
| Neuroticism | 3.08 (1.36) | 3.05 (1.33) | 3.32 (1.45) | 3.11 (1.44) | 3.18 (1.42) | 10.02 | 0.385 |
| Openness | 5.36 (1.39) | 5.10 (1.56) | 5.47 (1.22) | 5.85 (1.15) | 5.52 (1.29) | 50.38 | |
| Political ideology | 3.50 (1.64) | 4.19 (1.84) | 3.13 (1.70) | 2.78 (1.77) | 3.21 (1.76) | 80.96 | |
| Attend meetings | 1.35 (0.97) | 1.38 (0.95) | 1.88 (1.44) | 2.60 (1.93) | 1.93 (1.56) | 16.12 | |
| Participate in demonstrations | 1.40 (1.06) | 1.32 (1.00) | 1.95 (1.57) | 2.66 (2.01) | 1.98 (1.65) | 15.23 | |
| Contact public officials/media | 1.60 (1.27) | 1.60 (1.35) | 2.55 (1.90) | 3.04 (2.08) | 2.40 (1.88) | 15.5 | |
| Display signs, banners, stickers | 1.40 (1.04) | 1.45 (1.04) | 2.21 (1.71) | 3.00 (2.10) | 2.20 (1.77) | 20.6 | |
| Engage on social media | 3.04 (1.88) | 2.81 (2.06) | 3.74 (1.96) | 4.95 (1.92) | 3.86 (2.09) | 24.49 | |
| Vote | 4.73 (2.55) | 4.43 (2.58) | 4.91 (2.48) | 5.77 (1.93) | 5.08 (2.40) | 60.07 | |
| Donate time/money | 2.22 (1.82) | 1.79 (1.47) | 2.70 (1.87) | 3.42 (2.19) | 2.72 (1.99) | 11.8 | |
| Harm | 5.63 (1.07) | 5.38 (1.23) | 5.67 (1.10) | 5.95 (1.09) | 5.71 (1.12) | 30.85 | |
| Fairness | 5.54 (1.11) | 5.30 (1.33) | 5.63 (1.21) | 6.05 (1.09) | 5.70 (1.19) | 60.65 | |
| Loyalty | 3.46 (1.20) | 4.23 (1.71) | 3.90 (1.48) | 4.05 (1.50) | 3.89 (1.47) | 40.17 | |
| Authority | 4.09 (1.36) | 4.64 (1.68) | 4.35 (1.46) | 4.25 (1.59) | 4.30 (1.51) | 10.55 | 0.201 |
| Purity | 3.35 (1.65) | 3.97 (1.89) | 3.88 (1.57) | 3.89 (1.95) | 3.79 (1.75) | 20.51 | 0.058 |
| Environmental | 5.22 (1.61) | 4.26 (2.21) | 5.78 (1.49) | 6.38 (1.05) | 5.69 (1.62) | 27.28 | |
| Family & social | 3.40 (1.72) | 2.98 (2.03) | 4.75 (1.69) | 5.94 (1.39) | 4.64 (1.95) | 61.59 | |
| Health & welfare | 3.81(1.76) | 3.57 (1.20) | 5.02 (1.64) | 5.99 (1.34) | 4.91 (1.84) | 45.26 | |
| Legal & justice | 3.24 (1.71) | 3.00 (2.09) | 4.74 (1.53) | 5.64 (1.63) | 4.52 (1.92) | 53.3 | |
| Immigration | 3.05 (1.59) | 2.83 (2.07) | 4.28 (1.71) | 5.33 (1.62) | 4.19 (1.93) | 44.53 | |
| Economic policy | 3.99 (1.70) | 3.72 (1.84) | 4.88 (1.60) | 5.84 (1.47) | 4.86 (1.77) | 33.66 | |
| Infrastructure | 4.14 (1.68) | 3.89 (1.91) | 4.95 (1.59) | 5.74 (1.40) | 4.91 (1.72) | 25.98 | |
| Security & terrorism | 3.34 (1.56) | 3.04 (1.97) | 4.22 (1.64) | 4.76 (1.93) | 4.08 (1.84) | 18.29 | |
| Global wars & conflicts | 3.46 (1.84) | 2.79 (1.83) | 4.25 (1.68) | 5.27 (1.66) | 4.24 (1.90) | 33.62 | |
| Engage on social media | 2.07 (1.48) | 1.89 (1.55) | 3.61 (1.80) | 5.34 (1.74) | 3.63 (2.12) | 88.56 | |
| Word-of mouth | 2.36 (1.54) | 2.06 (1.62) | 3.98 (1.55) | 5.44 (1.30) | 3.88 (1.93) | 105.87 | |
| Purchase | 3.66 (1.43) | 3.02 (1.74) | 4.62 (1.22) | 5.94 (1.08) | 4.65 (1.61) | 89.11 | |
| Donate time/money | 1.70 (1.13) | 1.34 (0.96) | 2.89 (1.70) | 3.91 (1.99) | 2.79 (1.87) | 47.5 | |
| Contact public officials/media | 1.18 (0.57) | 1.32 (0.86) | 2.35 (1.59) | 3.22 (2.05) | 2.26 (1.73) | 38.7 | |
Standard deviations in parentheses
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