Model—Moderated Mediation Analyses: Visual Cue × Need for Cognition
| 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 | −.07, .74 (−1.527, 1.380) | −.07, .74 (1.527, 1.380) | −.07, .74 (−1.527, 1.380) | −.07, .74 (−1.527, 1.380) | −.07, .74 (−1.527, 1.380) | −.07, .74 (1.527, 1.380) |
| a2 | −.48, .34 (−1.149, .193) | −.48, .34 (−1.149, .193) | −.48, .34 (−1.149, .193) | −.48, .34 (−1.149, .193) | −.48, .34 (−1.149, .193) | −.48, .34 (−1.149, .193) |
| a3 | .08, .22 (.346, .510) | .08, .22 (−.346, .510) | .08, .22 (−.346, .510) | .08, .22 (−.346, .510) | .08, .22 (−.346, .510) | .08, .22 (−.346, .510) |
| b | −.22, .04 (−.292, −.148) | −.40, .05 (−.494, −.305) | .26, .08 (.114, .407) | −.18, .02 (−.223, −.135) | −.23, .03 (−.285, −.172) | .44, .09 (.255, .617) |
| cˈ1 | −.06, .48 (−1.006, .890) | −.16, .63 (1.392, 1.083) | .32, .98 (−1.610, 2.255) | −.03, .29 (−.604, .545) | .37, .38 (−.372, 1.113) | −.60, 1.16 (−2.864, 1.665) |
| cˈ2 | .17, .22 (.273, .606) | .09, .29 (−.480, 667) | −.10, .46 (−.995, .795) | .03, .14 (−.238, .294) | .19, .18 (−.151, .537) | −.55, .54 (1.589, .534) |
| cˈ3 | .01, .14 (−.271, 288) | .01, .19 (−.359, 370) | −.10, .29 (−.672, .467) | −.00, .09 (−.173, .165) | −.12, .11 (−.339, .098) | .19, .34 (−.480, .857) |
| MMI | −.02, .05 (−.115, .083) | −.03, .08 (−.195, .150) | .02, .06 (−.100, 151) | −.02, .04 (−.090, .065) | −.02, .05 −.119, .079) | .04, .10 (−.165, .229) |
Note: β = standardized coefficient; CI = confidence interval; MMI = moderated mediation index; bold figures indicate statistically significant confidence intervals.