Table 3.

Correlation and discriminant validity.

		Mean	SD	1	2	3	4	5	6	7
1	Escape	5.153	1.072	0.820
2	Authenticity	5.120	1.410	0.395	0.821
3	Education	5.288	0.955	0.658	0.348	0.777
4	Memory	5.341	0.955	0.725	0.502	0.771	0.784
5	Esthetics	5.270	1.290	0.463	0.329	0.469	0.686	0.766
6	Entertainment	5.261	1.115	0.576	0.566	0.552	0.708	0.481	0.817
7	Behavior	5.563	0.974	0.468	0.195	0.486	0.620	0.473	0.365	0.790

The bold fonts are the square roots of each AVE.