Descriptive statistics (means and standard deviations) for Study 2
| Control condition | Turning organic condition | |||
|---|---|---|---|---|
| Low OMPR (n = 123) | High OMPR (n = 122) | Low OMPR (n = 122) | High OMPR (n = 121) | |
| Purchase intentions | 3.41 (1.44) | 3.34 (1.47) | 4.00 (1.39) | 3.84 (1.32) |
| Perceived product quality | 4.61 (1.21) | 4.29 (1.35) | 5.49 (0.99) | 5.27 (1.00) |
| Perceived brand adaptability | 3.86 (1.22) | 3.93 (1.26) | 4.58 (1.04) | 4.57 (1.05) |
| Perceived brand innovativeness | 3.76 (1.27) | 3.80 (1.23) | 4.58 (1.08) | 4.15 (1.24) |
| Perceived product healthiness | 4.29 (1.37) | 4.21 (1.18) | 5.09 (1.19) | 5.07 (0.98) |
| Liking (covariate) | 4.42 (1.31) | 4.43 (1.29) | 4.64 (1.40) | 4.44 (1.45) |
| Brand familiarity | 1.60 (1.29) | 1.88 (1.53) | 1.70 (1.36) | 1.58 (1.20) |
| Control condition | Turning organic condition | |||
|---|---|---|---|---|
| Low OMPR | High OMPR | Low OMPR | High OMPR | |
| Purchase intentions | 3.41 (1.44) | 3.34 (1.47) | 4.00 (1.39) | 3.84 (1.32) |
| Perceived product quality | 4.61 (1.21) | 4.29 (1.35) | 5.49 (0.99) | 5.27 (1.00) |
| Perceived brand adaptability | 3.86 (1.22) | 3.93 (1.26) | 4.58 (1.04) | 4.57 (1.05) |
| Perceived brand innovativeness | 3.76 (1.27) | 3.80 (1.23) | 4.58 (1.08) | 4.15 (1.24) |
| Perceived product healthiness | 4.29 (1.37) | 4.21 (1.18) | 5.09 (1.19) | 5.07 (0.98) |
| Liking (covariate) | 4.42 (1.31) | 4.43 (1.29) | 4.64 (1.40) | 4.44 (1.45) |
| Brand familiarity | 1.60 (1.29) | 1.88 (1.53) | 1.70 (1.36) | 1.58 (1.20) |
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