Table 2 Main and interaction effects on...

Table 2

Main and interaction effects on brand and video responses

	Brand recall			Purchase intention			Brand attitude			Video attitude
	b (SE)	t	p	b (SE)	t	p	b (SE)	t	p	b (SE)	t	p
CEF	0.100 (0.069)	1.440	0.150	0.024 (0.048)	0.509	0.611	0.007 (0.029)	0.223	0.824	0.026 (0.038)	0.684	0.494
HEF	0.488 (0.181)	2.694	0.007	−0.207 (0.126)	−1.639	0.102	−0.096 (0.077)	−1.242	0.215	−0.075 (0.100)	−0.748	0.455
CEF*Country	−0.025 (0.136)	−0.186	0.853	0.005 (0.093)	0.052	0.958	0.081 (0.057)	1.417	0.157	0.101 (0.073)	1.383	0.168
HEF*Country	0.664 (0.356)	−1.865	0.062	−0.018 (0.248)	−0.074	0.941	0.094 (0.151)	0.623	0.534	0.030 (0.196)	0.154	0.053

	Brand recall			Purchase intention			Brand attitude			Video attitude
	b (SE)	t	p	b (SE)	t	p	b (SE)	t	p	b (SE)	t	p
CEF	0.100 (0.069)	1.440	0.150	0.024 (0.048)	0.509	0.611	0.007 (0.029)	0.223	0.824	0.026 (0.038)	0.684	0.494
HEF	0.488 (0.181)	2.694	0.007	−0.207 (0.126)	−1.639	0.102	−0.096 (0.077)	−1.242	0.215	−0.075 (0.100)	−0.748	0.455
CEF*Country	−0.025 (0.136)	−0.186	0.853	0.005 (0.093)	0.052	0.958	0.081 (0.057)	1.417	0.157	0.101 (0.073)	1.383	0.168
HEF*Country	0.664 (0.356)	−1.865	0.062	−0.018 (0.248)	−0.074	0.941	0.094 (0.151)	0.623	0.534	0.030 (0.196)	0.154	0.053

Notes:

Scores represent unstandardized b-coefficients with standard errors between parentheses. Significant effects are in italic (at p < 0.05). CEF is cold executive function, HEF is hot executive function. Model 13 in PROCESS was used and all effects control for gender and channel viewing frequency

Source: Authors’ own work

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