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Message themes and strategies
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Likeability
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Ease of understanding
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Convincingness
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Likelihood of complying
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(1 totally disagree/very improbable – 7 totally agree/ very probable), Mean (SE)
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Overall
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5.47 (0.01)
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5.67 (0.01)
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5.34 (0.01)
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4.70 (0.01)
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Beta
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Score
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Beta
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Score
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Beta
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Score
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Beta
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Score
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NOVA classification
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Ref
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5.43 (0.01)
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Ref
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5.42 (0.02)
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Ref
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5.38 (0.01)
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Ref
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4.54 (0.03)
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Planning
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0.18*
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5.61 (0.03)
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0.29*
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5.71 (0.04)
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0.16*
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5.55 (0.03)
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0.37*
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4.91 (0.04)
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Shopping
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0.28*
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5.71 (0.03)
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0.21*
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5.63 (0.04)
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0.04
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5.42 (0.04)
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−0.03
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4.51 (0.04)
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Cooking
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0.14*
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5.57 (0.01)
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0.42*
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5.84 (0.02)
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0.09*
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5.48 (0.02)
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0.23*
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4.78 (0.02)
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Eating
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−0.08*
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5.34 (0.01)
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0.34*
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5.76 (0.02)
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−0.22*
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5.16 (0.01)
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0.16*
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4.71 (0.02)
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Goals not used
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Ref
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5.52 (0.01)
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Ref
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5.64 (0.01)
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Ref
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5.41 (0.02)
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Ref
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4.77 (0.02)
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Goals used
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−0.10*
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5.42 (0.01)
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0.06*
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5.70 (0.01)
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−0.12*
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5.29 (0.01)
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−0.13*
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4.64 (0.01)
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Skills not used
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Ref
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5.41 (0.01)
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Ref
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5.62 (0.02)
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Ref
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5.29 (0.01)
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Ref
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4.67 (0.02)
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Skills used
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0.15*
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5.57 (0.02)
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0.12*
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5.75 (0.02)
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0.15*
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5.44 (0.02)
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0.07*
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4.74 (0.02)
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Solution not used
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Ref
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5.47 (0.01)
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Ref
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5.60 (0.01)
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Ref
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5.36 (0.01)
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Ref
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4.70 (0.01)
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Solution used
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−0.00
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5.46 (0.01)
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0.15*
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5.76 (0.02)
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−0.03
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5.32 (0.02)
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−0.00
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4.70 (0.02)
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Substitution not used
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Ref
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5.51 (0.01)
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Ref
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5.61 (0.15)
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Ref
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5.41 (0.01)
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Ref
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4.71 (0.02)
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Substitution used
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−0.12*
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5.39 (0.01)
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0.14*
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5.76 (0.02)
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−0.17*
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5.24 (0.02)
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−0.02
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4.69 (0.02)
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Health consequences not used
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Ref
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5.45 (0.01)
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Ref
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5.66 (0.01)
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Ref
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5.32 (0.01)
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Ref
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4.68 (0.01)
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Health consequences used
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0.07*
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5.53 (0.2)
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0.03
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5.70 (0.03)
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0.12*
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5.45 (0.03)
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0.11*
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4.79 (0.03)
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Cost consequences not used
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Ref
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5.44 (0.01)
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Ref
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5.66 (0.01)
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Ref
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5.31 (0.01)
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Ref
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4.70 (0.01)
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Cost consequences used
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0.18*
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5.62 (0.02)
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0.03
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5.69 (0.03)
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0.21*
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5.51 (0.02)
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−0.01
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4.69 (0.03)
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Environmental consequences not used
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Ref
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5.45 (0.01)
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Ref
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5.67 (0.01)
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Ref
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5.33 (0.01)
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Ref
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4.72 (0.01)
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Environmental consequences used
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0.21*
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5.66 (0.03)
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− 0.04
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5.62 (0.04)
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0.11*
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5.44 (0.03)
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−0.18*
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4.54 (0.04)
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Social identity not used
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Ref
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5.37 (0.00)
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Ref
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5.67 (0.01)
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Ref
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5.34 (0.01)
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Ref
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4.71 (0.01)
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Social identity used
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0.05
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5.52 (0.05)
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−0.02
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5.65 (0.07)
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0.11
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5.46 (0.06)
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−0.12
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4.59 (0.07)
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Pleasure not used
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Ref
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5.46 (0.01)
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Ref
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5.66 (0.01)
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Ref
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5.33 (0.01)
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Ref
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4.67 (0.01)
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Pleasure used
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0.09*
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5.56 (0.03)
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0.18*
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5.84 (0.04)
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0.09*
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5.43 (0.04)
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0.36*
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5.04 (0.05)
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- *Significantly different, p-value < 0.05
