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. Author manuscript; available in PMC: 2014 Jan 1.
Published in final edited form as: Alcohol Clin Exp Res. 2012 Dec 19;37(Suppl 1):E404–E413. doi: 10.1111/j.1530-0277.2012.01932.x

Table 2.

Correlation Matrix

Mediators Marketing Variables
Drinker Identity Has Favorite Brand Alcohol Expectancies Alcohol Norms Owns ABM Has Favorite Alcohol Ad Movie alcohol Brand Exposure Internet Time TV Time
Drinker Identity 1
Has Favorite Brand 0.29*** 1 *** P<0.0001
Alcohol Expectancies 0.47*** 0.26*** 1 ** P<0.001
Alcohol Norms 0.16*** 0.19*** 0.21*** 1 * P<0.05
Owns ABM 0.19*** 0.20*** 0.13*** 0.13*** 1
Favorite Alcohol Ad 0.02 0.03 0.09** 0.07*** 0.13*** 1
Movie Alcohol Brand Exposure 0.05* 0.10*** 0.04 0.07*** 0.09*** 0.06* 1
Internet Time 0.01 0.02 0.01 −0.02 −0.07*** 0.04 −0.001 1
TV Time −0.02 0.03 −0.11*** −0.02 −0.05 0.03 0.10*** 0.13*** 1

Bolded values: p<0.05