Correlation matrix of the variables
| Variable | (1) | (2) | (3) | (4) | (5) | (6) |
|---|---|---|---|---|---|---|
| (1) Authenticity | 1 | |||||
| (2) Vividness | 0.187 | 1 | ||||
| (3) Coolness | 0.011 | 0.029 | 1 | |||
| (4) Congruence | 0.039 | 0.121 | 0.163 | 1 | ||
| (5) Product-centeredness | 0.394 | 0.041 | 0.078 | 0.194 | 1 | |
| (6) PCS | 0.323 | 0.001 | 0.056 | 0.155 | 0.412 | 1 |
| Variable | (1) | (2) | (3) | (4) | (5) | (6) |
|---|---|---|---|---|---|---|
| (1) Authenticity | 1 | |||||
| (2) Vividness | 0.187 | 1 | ||||
| (3) Coolness | 0.011 | 0.029 | 1 | |||
| (4) Congruence | 0.039 | 0.121 | 0.163 | 1 | ||
| (5) Product-centeredness | 0.394 | 0.041 | 0.078 | 0.194 | 1 | |
| (6) PCS | 0.323 | 0.001 | 0.056 | 0.155 | 0.412 | 1 |
Note(s): Product-centeredness is the dependent variable for the logistic regression; PCS is the dependent variable for the OLS regression