Table I Characteristics of content... | Emerald Publishing

Table I

Characteristics of content categories in the stimulus

Category	Mean gradient responsibility attribution	No. of seq.	Average length per seq.	Shifts toward Red Bull	Shifts toward athletes
1 – Athletes	M_m =−0.01	18.	19.17 s	6	7
2 – Experts	M_m =−0.07	9	23.00 s	2	7
3 – Red Bull imagery	M_m =0.05	6	17.67 s	2	0
4 – Friends and relatives	M_m =0.01	13	15.77 s	6	5
5 – Accidents	M_m =−0.04	11	13.82 s	3	3
6 – Organizational communication	M_m =0.22	5	13.80 s	4	0

Category	Mean gradient responsibility attribution	No. of seq.	Average length per seq.	Shifts toward Red Bull	Shifts toward athletes
1 – Athletes	M_m =−0.01	18.	19.17 s	6	7
2 – Experts	M_m =−0.07	9	23.00 s	2	7
3 – Red Bull imagery	M_m =0.05	6	17.67 s	2	0
4 – Friends and relatives	M_m =0.01	13	15.77 s	6	5
5 – Accidents	M_m =−0.04	11	13.82 s	3	3
6 – Organizational communication	M_m =0.22	5	13.80 s	4	0