Model—Moderated Mediation Analyses: Message Frame × Regulatory Focus
| Variable | β, SE (and 95% CI) for Behavioral, Attitudinal, and Awareness Outcomes in Models | |||||
|---|---|---|---|---|---|---|
| Behavioral Intentions | Advertisement Attitude | Advertisement Mood | Advertisement Message Effectiveness | Advertisement Free Recall | Advertisement Key Message Comprehension | |
| a1 | .18, .48 (−.753, 1.117) | .18, .48 (−.753, 1.117) | .18, .48 (−.753, 1.117) | .18, .48 (−.753, 1.117) | .18, .48 (−.753, 1.117) | .18, .48 (−.753, 1.117) |
| a2 | .24, .50 (−.746, 1.232) | .24, .50 (−.746, 1.232) | .24, .50 (−.746, 1.232) | .24, .50 (−.746, 1.232) | .24, .50 (−.746, 1.232) | .24, .50 (−.746, 1.232) |
| a3 | −.09, .32 (−.716, .529) | .09, .32 (−.716, .529) | −.09, .32 (−.716, .529) | −.09, .32 (−.716, .529) | −.09, .32 (−.716, .529) | −.09, .32 (−.716, .529) |
| b | −.24, .04 (−.306, −.164) | −.41, .05 (−.504, −.319) | .28, .07 (.135, .424) | −.18, .02 (−.23, −.138) | −.23, .03 (−.287, −.176) | .46, .09 (.284, .643) |
| cˈ1 | −.47, .31 (−1.075, .128) | −.00, .40 (−787, .779) | .56, .62 (−.668, 1.778) | −.45, .18 (−.807, −.91) | −.14, .24 (.610, .327) | .86, .72 (−.538, 2.264) |
| cˈ2 | −.48, .32 (−1.120, .153) | −.13, .42 (−.962, .695) | .56, .66 (−.733, 1.854) | −.56, .19 (−.94, −.193) | −.03, 25 (−.526, .466) | .72, .76 (−.758, 2.206) |
| cˈ3 | .28, .20 (−.120, .682) | .03, .27 (−.496, .546) | −.29, .41 (−1.106, .523) | .31, .12 (.076, .553) | .05, .16 (−.260, .364) | −.63, .48 (−1.563, .305) |
| MMI | .02, .07 (−.125, .175) | .04, .13 (−.223, .296) | −.03, .09 (−.211, 166) | .02, 06 (.098, 132) | .02, .07 (−.118, .160) | −.04, .15 (−.343, .272) |
Note: β = standardized coefficient; CI = confidence interval; MMI = moderated mediation index; bold figures indicate statistically significant confidence intervals.