Table 3.

Backfire effect of AR-controllability and detailedness (main study)

Purchase of the product promoted in the ARPI	Brand Image a)			Purchase Intention a)			Purchases b)
	β	t	p	β	t	p	b	SE	Wald	p	odds exp.(b)
Constant							−6.878	1.886	13.302	<.001	.001
Controls
Gender1	−.007	−.094	.925	.038	.534	.594	−.677	.531	1.626	.202	.508
Age	−.048	−.700	.485	−.097	−1.393	.165	.019	.016	1.420	.233	1.019
Device experience2	.063	.936	.350	.031	.457	.648	.152	.472	.104	.747	1.165
Product category knowledge	.126	1.718	.087	.021	.290	.772	−.009	.247	.001	.970	.991
Sustainability attitude	.049	.641	.522	.075	.981	.328	.332	.208	2.546	.111	1.394
Treatment
Controllability	.157	1.433	.153	.123	1.277	.203	2.495	1.082	5.322	.021	12.124
Detailedness	.124	1.382	.168	.191	2.121	.035	2.123	1.132	3.514	.061	8.356
Controllability × detailedness	−.268	−2.299	.022	−.272	−2.324	.021	−2.625	1.250	4.410	.036	.072
−2 log-likelihood							139.256
Cox & Snell R2							.079
Nagelkerke’s R2 a) / R2 b)	.050			.046			.159

^a)OLS regression, ^b) Logistic regression models. β = standardized coefficients. ¹0: male, 1: female, ²0: no tablet ownership, 1: tablet ownership