1

-.975 ^*

.474

.040

1

1.356 ^*

.618

.028

2

-.832 ^*

.422

.049

2

1.371 ^*

.617

.026

3

-.726 ^*

.435

.095

3

1.231*

.645

.056

4

-.547 ^*

.324

.091

4

1.400 ^*

.618

.023

5

-.380

.262

.147

5

1.232 ^*

.540

.023

6

-.088

.131

.503

6

1.564 ^*

.732

.033

□

□

□

□

□

□

□

□

10

-.183

.340

.590

10

1.679 ^*

.796

.035

11

-.559

.632

.377

11

1.574 ^*

.686

.022

12

-.536

.425

.207

12

1.906 ^*

.917

.038

13

.309

.289

.286

13

1.734 ^*

.830

.037

14

.996 ^*

.437

.023

14

1.704 ^*

.830

.040

15

.937 ^*

.404

.020

15

2.343 ^*

1.072

.029

16

.810 ^*

.325

.013

16

1.614 ^*

.669

.016

0

□

□

□

□

□

□

□

20

.831 ^*

.387

.032

20

1.619*

.829

.051

□

□

□

□

□

□

□

□

30

3.602 ^*

1.424

.011

30

1.981 ^*

.954

.038

0

□

□

□

□

□

□

□

50

4.526 ^*

1.829

.013

50

3.389 ^*

1.801

.031

Notes: The colored rows indicate that the negativity effect and/or the positivity effect are either significant (p< .05) or marginal (p<.10) at the corresponding level of consumers’ brand usage experience.

**p < .05, ^*p < .10 based on two-tailed tests.