Table 3.

Conditional indirect effects of message theme (X) on perceived effectiveness ratings (Y) via negative affect (M), at different values of the moderator among adults in India and Bangladesh (n=1,053)

Credibility (V)	Coefficient (bootstrapped SE)	Bias-corrected 95% bootstrapped CI
Symbolic (v. text)
Low Credibility	0.14 (0.06)	0.04 – 0.26
Moderate Credibility	0.18 (0.07)	0.05 – 0.33
High Credibility	0.23 (0.09)	0.07 – 0.41
Graphic (v. text)
Low Credibility	0.62 (0.10)	0.43 – 0.84
Moderate Credibility	0.82 (0.10)	0.64 – 1.04
High Credibility	1.02 (0.11)	0.82 – 1.26
Testimonial (v. text)
Low Credibility	0.37 (0.08)	0.24 – 0.54
Moderate Credibility	0.49 (0.08)	0.35 – 0.66
High Credibility	0.61 (0.09)	0.45 – 0.80
Graphic (v. testimonial)
Low Credibility	0.25 (0.06)	0.14 – 0.28
Moderate Credibility	0.33 (0.07)	0.20 – 0.48
High Credibility	0.41 (0.09)	0.25 – 0.59

The three levels of the moderator correspond to one SD below the mean, the mean, and one SD above the mean. Thus, Low credibility=4.37, Moderate credibility=6.48, High credibility=8.59.

Bias-corrected 95% confidence intervals (CI) that do not contain zero indicate significance of the conditional indirect effect (moderated-mediation).