Abstract
The proposed model of public response to marketplace advocacy accounted for approximately 80% of variance in attitude toward a campaign promoting the coal industry. Marketplace advocacy is used by corporate interests to generate support for risk-related products, and the findings indicate trust in the message sponsor and perceptions of industry accountability are key to lay audiences' negotiation of these messages. Perceptions of trust and accountability led to favorable persuasion coping outcomes for the sponsor—identification with positive message themes and favorable evaluation of the information in the message—which in turn led to positive attitudes toward the campaign.
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