Table 12.

Mediation analyses (follow-up study 2)

Detailedness	Mediator	DV	a (IV -- > MV)			b (MV -- > DV)			c (IV -- > DV)			c’ (IV -- > DV)			a * b
			b	t	p	b	t	p	b	t	p	b	t	p	b	LLCI	ULCI
Detailed	P. comprehensiveness	Image	−.894	−4.650	<.001	.377	6.859	<.001	.168	1.083	.280	.505	3.461	.001	−.337	−.535	−.166**
		PI				.400	4.452	<.001	.244	1.032	.303	.602	2.524	.013	−.358	−.590	−.171**
	P. credibility	Image	.102	.631	.529	.609	10.702	<.001	.168	1.083	.280	.106	.880	.880	.062	−.126	.290
		PI				.542	5.184	<.001	.244	1.032	.303	.189	.856	.393	.056	−.116	.266
	P. complexity	Image	−.978	−5.049	<.001	−.260	−4.445	<.001	.168	1.083	.280	−.086	−.545	.587	.254	.098	.457**
		PI				−.272	−2.961	.004	.244	1.032	.303	−.022	−.088	.930	.266	.051	.539*
	P. user friendliness	Image	.597	3.417	.001	.291	4.510	<.001	.168	1.083	.280	−.006	−.040	.968	.174	.057	.336**
		PI				.477	4.871	<.001	.244	1.032	.303	−.040	−.175	.861	.285	.097	.528**
	Presence	Image	.136	.698	.486	.222	3.771	<.001	.168	1.083	.280	.138	.921	.358	.030	−.054	.127
		PI				.284	3.121	.002	.244	1.032	.303	.206	.890	.375	.039	−.070	.171
	Novelty	Image	.214	1.169	.244	.289	4.179	<.001	.168	1.083	.280	.106	.722	.471	.062	−.039	.202
		PI				.308	3.188	.002	.244	1.032	.303	.178	.770	.442	.066	−.042	.217
	Utilitarian benefit	Image	.700	3.362	<.001	.296	5.621	<.001	.168	1.083	.280	−.039	−.268	.789	.207	.067	.407**
		PI				.458	5.963	<.001	.244	1.032	.303	−.076	−.337	.736	.320	.104	.600**
	Hedonic benefit	Image	.744	3.560	<.001	.261	4.874	<.001	.168	1.083	.280	−.260	−.175	.862	.194	.055	.401**
		PI				.357	4.307	<.001	.244	1.032	.303	−.021	−.092	.927	.266	.073	.563**
Nondetailed	P. comprehensiveness	Image	−1.179	−6.065	<.001	.240	4.073	<.001	−.240	−1.620	.107	.044	.277	.728	−.283	−.462	−.137**
		PI				.339	3.650	<.001	−.311	−1.346	.180	.089	.360	.719	−.400	−.715	−.156**
	P. credibility	Image	−.425	−2.410	.017	.486	8.702	<.001	−.240	−1.620	.107	−.033	−.268	.789	−.207	−.381	−.039*
		PI				.599	6.298	<.001	−.311	−1.346	.180	−.056	−.268	.789	−.255	−.492	−.052*
	P. complexity	Image	−.490	−3.312	.001	−.123	−1.159	.131	−.240	−1.620	.107	−.300	−1.966	.051	.060	−.025	.164
		PI				−.223	−1.770	.079	−.311	−1.346	.180	−.420	−1.770	.079	.109	−.024	.290
	P. user friendliness	Image	.052	.303	.763	.239	3.554	.001	−.240	−1.620	.107	−.252	−1.768	.079	.012	−.071	.107
		PI				.453	4.413	<.001	−.311	−1.346	.180	−.335	−1.534	.127	.024	−.135	.194
	Presence	Image	−.308	−1.341	.182	.126	2.449	.015	−.240	−1.620	.107	−.201	−1.371	.172	−.039	−.131	.018
		PI				.297	3.784	<.001	−.311	−1.346	.180	−.220	−.986	.326	−.091	−.250	.046
	Novelty	Image	−.205	−1.133	.259	.136	2.060	.041	−.240	−1.620	.107	−.212	−1.441	.152	−.028	−.104	.022
		PI				.321	3.179	.002	−.311	−1.346	.180	−.245	−1.088	.278	−.066	−.194	.065
	Utilitarian benefit	Image	.356	1.737	.084	.184	3.238	.001	−.240	−1.620	.107	−.305	−2.107	.037	.066	−.009	.177†
		PI				.377	4.355	<.001	−.311	−1.346	.180	−.445	−2.020	.045	.134	−.018	.332†
	Hedonic benefit	Image	.374	1.531	.128	.124	2.564	.011	−.240	−1.620	.107	−.286	−1.954	.053	.046	−.014	.138
		PI				.347	4.818	<.001	−.311	−1.346	.180	−.440	−2.027	.044	.129	−.041	.316

Mediation analyses with PROCESS (model 4, each mediator tested separately), b = unstandardized coefficients; all variables centralize, IV = controllability. Included control variables: gender, age, education, product category knowledge, sustainability attitude. a: regression of the mediator on controllability in a single linear regression analysis; b: regression of DV on the mediator in a multiple regression analysis; c: regression of DV on controllability in a single linear regression analysis; c’: regression of DV on controllability in a multiple regression analysis; a * b: indirect effect; Bootstrapping (*CI-95%, 5000 samples): LLCI: lower limit, ULCI: upper limit. Bootstrapping with CI-90% (†) and CI-99% (**) applied to test for the p < .10 and p < .01-level