TABLE 3.

Descriptive statistics and latent variable correlation matrix: discriminant validity (n = 669).

	1	2	3	4	5	6	7
1. Attitude toward the ad	0.80
2. Attitude toward the brand	0.39	0.93
3. Customer delight	0.63	0.49	0.78
4. Purchase intentions	0.25	0.58	0.40	0.98
5. Sensory user experience	0.61	0.26	0.61	0.23	0.90
6. Telepresence	0.46	0.27	0.58	0.33	0.56	0.76
7. Vividness	0.61	0.30	0.56	0.29	0.48	0.48	0.72

Bold numbers on the diagonal show the square root of AVE.