Table 4

Correlation matrix for state PSA message themes and style appearances

	Y health	Y industry	Y social	Y efficacy	Y directives	Y irrational	Y testimony	Y graphic
Y industry	0.7760	1
Y social	0.5375	0.3233	1
Y efficacy	0.6236	0.6995	0.3884	1
Y directives	0.5601	0.6856	0.5622	0.6014	1
Y irrational	0.4572	0.3354	0.2403	0.2237	0.1953	1
Y testimony	0.6167	0.4092	0.0314	0.3441	0.0277	0.1761	1
Y graphic	0.3300	0.2139	0.3083	0.4066	0.2433	0.2638	0.2326	1
A health	0.3488	0.2916	−0.0063	0.1732	0.0661	0.3436	0.3048	−0.0133
A directives	0.2106	0.4337	0.0151	0.4270	0.4513	0.1165	0.0571	−0.0152
A social	0.0891	0.1095	−0.0265	0.1033	−0.0033	0.1016	0.1107	0.0047
A efficacy	0.2992	0.2594	0.0002	0.0572	0.0607	0.3577	0.1660	−0.0442
A industry	0.2004	0.1840	−0.0226	0.0743	−0.0145	0.3326	0.1356	−0.0164
A irrational	0.2755	0.1522	−0.0211	0.0475	−0.0024	0.2451	0.3141	−0.0137
A testimony	0.3438	0.3170	−0.0223	0.1125	−0.0087	0.6531	0.1962	−0.0069
A graphic	0.1960	0.1646	−0.0387	0.0833	0.0526	0.1616	0.2051	−0.0238

	A health	A industry	A social	A efficacy	A directives	A irrational	A testimony	A graphic
A industry	0.7537	1
A social	0.6555	0.4711	1
A efficacy	0.8307	0.6414	0.4497	1
A directives	0.2101	0.0962	0.1386	0.2143	1
A irrational	0.7238	0.5948	0.5064	0.7259	0.1154	1
A testimony	0.6373	0.4468	0.4699	0.5717	0.1850	0.4666	1
A graphic	0.8203	0.7440	0.6461	0.6530	0.1733	0.7428	0.4173	1