Table 5.

Study two results with ECEs as moderator; women’s and men’s models.

Path	Women’s model				Men’s model
	B	SEb	t	p	B	SEb	t	p
H1. Media type to explicit attitudes	−0.11	0.12	−0.91	0.36	0.19	0.12	1.60	0.11
H2. Media type to implicit attitudes	−0.01	0.04	−0.17	0.87	0.10	0.05	1.88	0.06
H3. Media type to believability	−0.05	0.09	−0.24	0.81	−0.20	0.21	−0.97	0.34
H4. ECEs moderating explicit attitudes	0.09	0.11	0.85	0.40	0.03	0.10	0.32	0.75
H5. ECEs moderating implicit attitudes	−0.02	0.04	−0.59	0.56	−0.12	0.04	−2.76	0.006
H6. ECEs moderating believability	−0.23	1.07	−1.62	0.11	−0.51	0.18	−2.85	<0.005
H7. Media type to explicit attitudes moderated by ECEs	−0.07	0.07	−0.99	0.32	0.004	0.06	0.06	0.95
H8. Media type to implicit attitudes moderated by ECEs	<0.01	0.03	0.02	0.98	0.06	0.03	2.03	0.04
H9. Media type to believability moderated by ECEs	0.14	0.12	1.22	0.22	0.24	0.11	2.18	0.03
Path	B	SEb	Z	p	B	SEb	Z	p
H10. Media type to intention	0.30	0.42	0.71	0.48	−0.55	0.52	−1.05	0.29
H11. Explicit attitudes to intention	−0.05	0.24	−0.19	0.85	−0.24	0.31	−0.77	0.44
H12. Implicit attitudes to intention	−0.33	0.62	−0.53	0.60	0.90	0.65	1.38	0.17
H13. Believability to intention	−0.31	0.15	2.06	0.04	0.001	0.18	0.01	0.995
H14. ECEs moderating intention	−0.53	0.41	−1.29	0.20	−1.03	0.46	−2.21	0.03
H15. Media type to intention moderated by ECEs	−0.08	0.28	−0.28	0.78	0.35	0.27	1.29	0.20