Spearman’s Rank-Order Correlation Matrix by Total Sample and Experimental Condition
| Variable | 1 | 2 | 3 | 4 | 5 | 6 |
|---|---|---|---|---|---|---|
| Total Sample (N = 321) | ||||||
| 1. Behavioral intention | — | |||||
| 2. Advertisement attitude | .603** | — | ||||
| 3. Advertisement mood | −.276** | −.351** | — | |||
| 4. Advertisement message effectiveness | .611** | .606** | −.288** | — | ||
| 5. Advertisement free recall | .401** | .314** | −.177** | .298** | — | |
| 6. Advertisement key message comprehension | −.324** | −.164** | .148** | −.215** | −.433** | — |
| Gain Frame × Emotional Cue (n = 78) | ||||||
| 1. Behavioral intention | — | |||||
| 2. Advertisement attitude | .569** | — | ||||
| 3. Advertisement mood | −.298** | −.277* | — | |||
| 4. Advertisement message effectiveness | .507** | .600** | −.202 | — | ||
| 5. Advertisement free recall | .330** | .123 | −.243* | .227* | — | |
| 6. Advertisement key message comprehension | −.243** | −.032 | .202 | −.126 | −.422** | — |
| Gain Frame × Informational Cue (n = 78) | ||||||
| 1. Behavioral intention | — | |||||
| 2. Advertisement attitude | .657** | — | ||||
| 3. Advertisement mood | −.343** | −.536** | — | |||
| 4. Advertisement message effectiveness | .660** | .586** | −.472** | — | ||
| 5. Advertisement free recall | .398** | .391** | −.163 | .293** | — | |
| 6. Advertisement key message comprehension | −.299** | −.207 | .217 | −.199 | −.413** | — |
| Loss Frame × Emotional Cue (n = 79) | ||||||
| 1. Behavioral intention | — | |||||
| 2. Advertisement attitude | .618** | — | ||||
| 3. Advertisement mood | −.328** | −.322** | — | |||
| 4. Advertisement message effectiveness | .614** | .629** | −.240* | — | ||
| 5. Advertisement free recall | .371** | .295** | −.170 | .340** | — | |
| 6. Advertisement key message comprehension | −.381** | −.206 | .282* | −.295** | −.445** | — |
| Loss Frame × Informational Cue (n = 86) | ||||||
| 1. Behavioral intention | — | |||||
| 2. Advertisement attitude | .565** | — | ||||
| 3. Advertisement mood | −.142 | .249* | — | |||
| 4. Advertisement message effectiveness | .647** | .610** | −.192 | — | ||
| 5. Advertisement free recall | .490** | .403** | −.105 | .323** | — | |
| 6. Advertisement key message comprehension | −.362** | −.175 | −.091 | −.241* | −.445** | — |