Official websites use .gov
A
.gov website belongs to an official
government organization in the United States.
Secure .gov websites use HTTPS
A lock (
) or https:// means you've safely
connected to the .gov website. Share sensitive
information only on official, secure websites.
Regression analysis of mediating effects.
| Predictor | Mediator = PSI | DV = Brand Evaluation | ||
|---|---|---|---|---|
| B | SEB | B | SEB | |
| Cuteness type | −0.56*** | 0.12 | 0.06 | 0.08 |
| Brand impression | −0.55*** | 0.12 | - | - |
| Cuteness type x Brand impression | 0.47*** | 0.17 | - | - |
| PSI | - | 0.67*** | 0.05 | |
N = 321. Cuteness type was coded as 0 (kindchenschema) and 1 (whimsical). Brand impression was coded as 0 (warmth) and 1 (competence). *p < 0.05; **p < 0.01; ***p < 0.001.
