Summary of study results – means and standard deviations (in brackets)
| Study | Sample | Boundary conditions | Frequency format | Cell size | cRisk perception | Purchase likelihood | Extent of imagining | Negative affect |
|---|---|---|---|---|---|---|---|---|
| 1 | 201 student Participants | Negative | Percentage (5%) | 50 | 3.45a (1.07) | |||
| Ratio (1 / 20) | 47 | 4.43b (1.45) | ||||||
| Positive | Percentage (95%) | 53 | 3.28a (1.19) | |||||
| Ratio (19 / 20) | 51 | 2.97a (1.07) | ||||||
| 2A | 241 Mturk Participants | Negative | Percentage (10%) | 65 | 3.18a (1.51) | 4.21a (1.72) | 4.29a (2.21) | 2.50a (1.57) |
| Ratio (2 / 20) | 62 | 3.80b (1.38) | 3.63b (1.75) | 5.10b (2.25) | 2.92a (1.92) | |||
| Positive | Percentage (90%) | 56 | 2.66c (1.41) | 5.13c (1.32) | 3.18c (2.18) | 1.90c (1.19) | ||
| Ratio (18 / 20) | 58 | 2.51c (1.25) | 5.23c (1.56) | 2.85c (1.84) | 1.89c (1.48) | |||
| 2B | 501 Prolific Participants | Low risk | Percentage (5%) | 88 | 2.92a (1.32) | 4.86a (1.47) | 3.53a (2.19) | 2.06a (1.44) |
| Ratio (1 / 20) | 84 | 3.74b (1.45) | 4.24b (1.81) | 4.85b (2.47) | 2.97b (1.80) | |||
| Medium risk | Percentage (10%) | 81 | 3.75c (1.40) | 4.91c (1.55) | 4.51c (2.39) | 2.60c (1.66) | ||
| Ratio (2 / 20) | 84 | 3.95c (1.64) | 4.33d (1.71) | 4.80c (2.48) | 3.04c (1.87) | |||
| High risk | Percentage (20%) | 82 | 4.30e (1.34) | 3.85e (1.75) | 5.75e (2.27) | 3.51e (1.88) | ||
| Ratio (4 / 20) | 82 | 4.42e (1.26) | 3.76e (1.71) | 5.84e (2.04) | 3.33e (1.77) | |||
| 3 | 221 Mturk Participants | Mismatch | Percentage (5%)/concrete | 56 | 3.11a (1.48) | 4.64a (1.82) | 3.84a (2.74) | 2.46a (1.72) |
| Ratio (1 / 20)/abstract | 54 | 3.40a (1.79) | 4.30a (1.82) | 4.50a (2.53) | 2.60a (1.94) | |||
| Mismatch | 110 | 3.26 (1.64) | 4.47 (1.82) | 4.17 (2.65) | 2.53 (1.82) | |||
| Match | Percentage (5%)/abstract | 56 | 2.60a (1.18) | 5.11a (1.53) | 3.45a (2.27) | 2.10a (1.45) | ||
| Ratio (1 / 20)/concrete | 55 | 4.22b (1.56) | 3.60b (1.65) | 5.69b (2.36) | 3.39b (1.85) | |||
| Match | 111 | 3.41 (1.59) | 4.36 (1.76) | 4.57 (2.56) | 2.74 (1.77) | |||
| 4 | 227 Mturk Participants | No spontaneous processing | Percentage (5%) | 49 | 2.84a (1.68) | 4.49a (1.81) | 3.84a (2.48) | 2.12a (1.49) |
| Ratio (1 / 20) | 57 | 3.16a (1.61) | 4.37a (1.83) | 4.45a (2.56) | 2.64a (1.69) | |||
| Spontaneous processing | Percentage (5%) | 63 | 2.91a (1.42) | 4.45a (1.63) | 3.78a (2.41) | 2.03a (1.47) | ||
| Ratio (1 / 20) | 58 | 4.35b (1.73) | 3.41b (1.56) | 5.73b (2.57) | 3.45b (2.02) |
| Study | Sample | Boundary conditions | Frequency format | Cell size | cRisk perception | Purchase likelihood | Extent of imagining | Negative affect |
|---|---|---|---|---|---|---|---|---|
| 1 | 201 student Participants | Negative | Percentage (5%) | 50 | 3.45a (1.07) | |||
| Ratio (1 / 20) | 47 | 4.43b (1.45) | ||||||
| Positive | Percentage (95%) | 53 | 3.28a (1.19) | |||||
| Ratio (19 / 20) | 51 | 2.97a (1.07) | ||||||
| 2A | 241 Mturk Participants | Negative | Percentage (10%) | 65 | 3.18a (1.51) | 4.21a (1.72) | 4.29a (2.21) | 2.50a (1.57) |
| Ratio (2 / 20) | 62 | 3.80b (1.38) | 3.63b (1.75) | 5.10b (2.25) | 2.92a (1.92) | |||
| Positive | Percentage (90%) | 56 | 2.66c (1.41) | 5.13c (1.32) | 3.18c (2.18) | 1.90c (1.19) | ||
| Ratio (18 / 20) | 58 | 2.51c (1.25) | 5.23c (1.56) | 2.85c (1.84) | 1.89c (1.48) | |||
| 2B | 501 Prolific Participants | Low risk | Percentage (5%) | 88 | 2.92a (1.32) | 4.86a (1.47) | 3.53a (2.19) | 2.06a (1.44) |
| Ratio (1 / 20) | 84 | 3.74b (1.45) | 4.24b (1.81) | 4.85b (2.47) | 2.97b (1.80) | |||
| Medium risk | Percentage (10%) | 81 | 3.75c (1.40) | 4.91c (1.55) | 4.51c (2.39) | 2.60c (1.66) | ||
| Ratio (2 / 20) | 84 | 3.95c (1.64) | 4.33d (1.71) | 4.80c (2.48) | 3.04c (1.87) | |||
| High risk | Percentage (20%) | 82 | 4.30e (1.34) | 3.85e (1.75) | 5.75e (2.27) | 3.51e (1.88) | ||
| Ratio (4 / 20) | 82 | 4.42e (1.26) | 3.76e (1.71) | 5.84e (2.04) | 3.33e (1.77) | |||
| 3 | 221 Mturk Participants | Mismatch | Percentage (5%)/concrete | 56 | 3.11a (1.48) | 4.64a (1.82) | 3.84a (2.74) | 2.46a (1.72) |
| Ratio (1 / 20)/abstract | 54 | 3.40a (1.79) | 4.30a (1.82) | 4.50a (2.53) | 2.60a (1.94) | |||
| Mismatch | 110 | 3.26 (1.64) | 4.47 (1.82) | 4.17 (2.65) | 2.53 (1.82) | |||
| Match | Percentage (5%)/abstract | 56 | 2.60a (1.18) | 5.11a (1.53) | 3.45a (2.27) | 2.10a (1.45) | ||
| Ratio (1 / 20)/concrete | 55 | 4.22b (1.56) | 3.60b (1.65) | 5.69b (2.36) | 3.39b (1.85) | |||
| Match | 111 | 3.41 (1.59) | 4.36 (1.76) | 4.57 (2.56) | 2.74 (1.77) | |||
| 4 | 227 Mturk Participants | No spontaneous processing | Percentage (5%) | 49 | 2.84a (1.68) | 4.49a (1.81) | 3.84a (2.48) | 2.12a (1.49) |
| Ratio (1 / 20) | 57 | 3.16a (1.61) | 4.37a (1.83) | 4.45a (2.56) | 2.64a (1.69) | |||
| Spontaneous processing | Percentage (5%) | 63 | 2.91a (1.42) | 4.45a (1.63) | 3.78a (2.41) | 2.03a (1.47) | ||
| Ratio (1 / 20) | 58 | 4.35b (1.73) | 3.41b (1.56) | 5.73b (2.57) | 3.45b (2.02) |
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