Attitude and commitment to the region: mediating role of cynicism towards public communication

This study investigates the mediating role of cynicism towards public communication in the relationship between attitude and commitment to the region. Preacher and Hayes’ Bootstrap method, Macro-Process Model 4, was adopted to answer this question. The results showed that attitude positively influences commitment to the region and that cynicism towards public communication has a negative impact on commitment as well as a mediating effect of cynicism in the relationship between attitude and commitment. This mediation is concurrent since the direct and indirect effects don’t have the same sign. Theoretical and managerial implications are discussed in the conclusion.