TABLE 2.

Mediation analysis results for Study 2.

	Dependent variables
	Regression 1 Perceived betrayal			Regression 2 Attitude change
	B	t	p	B	t	p
Intercept	5.0093	28.0023	<0.0001	-0.2381	-0.4324	0.6664
Transgression type [X]	0.0926	0.3660	0.7151	0.3438	1.2732	0.2057
Brand biography [W]	-0.2075	-0.8349	0.4057	0.9194	3.4558	0.0008
X × W	1.2396	3.5110	0.0007	0.9431	2.3711	0.0195
Perceived betrayal [M]				0.2866	2.7790	0.0065
Regression model	F(3, 107) = 12.33, p = 0.0007 R2 = 0.2441			F(4, 106) = 28.23, p < 0.0001 R2 = 0.7182

Transgression type (1 = ethical vs. 0 = functional); Brand biography (1 = underdog brand vs. 0 = top-dog brand).