Organizational Communication Commons^™

Predictive Correlates Of Adoption Behavior In A Social Context: A Multiple Discriminant Analysis, Robert Brady

Masters Theses & Specialist Projects

Working from a communication theory paradigm and from previous literature, the purpose of this study was to empirically examine significant receiver correlates which predict adoption behavior of Sigma Nu Fraternity on three campuses. Drawing from past research, the present study utilized a unique combination of social and communication variables as predictors of fraternity membership. A stepwise multiple discriminant analysis using five factors derived from the thirteen independent variables yielded a highly significant three factor discriminant function (p < .001) which explained 46.65 percent of the common variance in adoption/non-adoption behavior of Sigma Nu. The significant factors were labeled peer group behavior, parental economic support, and social attitudes. Based on intuitive interpretation features of the data, the researcher suspects that adopters are more socially oriented, have a wider variety o: friends, are less dependent on parental economic support, and exhibit higher scores on measures such as self-esteem, liberalism, conservatism, and the need for identification with groups.