Table 2
Descriptive statistics
Emotion
Mean
High (vs low) anthropomorphism
Macro (vs micro)
Independent (vs brand-owned)
Positive emotion
2.81
2.90 (2.76)
2.83 (2.80)
2.77 (2.99)
Negative emotion
1.43
1.47 (1.40)
1.49 (1.39)
1.46 (1.37)
Anxiety
0.43
0.47 (0.39)
0.48 (0.40)
0.46 (0.37)
Anger
0.32
0.35 (0.29)
0.36 (0.30)
0.35 (0.28)
Sadness
0.41
0.47 (0.40)
0.46 (0.40)
0.47 (0.39)
Likes
7,189
8,814 (5,398)
11,746 (1,467)
9,595 (5,979)
Emotion
Mean
High (vs low) anthropomorphism
Macro (vs micro)
Independent (vs brand-owned)
Positive emotion
2.81
2.90 (2.76)
2.83 (2.80)
2.77 (2.99)
Negative emotion
1.43
1.47 (1.40)
1.49 (1.39)
1.46 (1.37)
Anxiety
0.43
0.47 (0.39)
0.48 (0.40)
0.46 (0.37)
Anger
0.32
0.35 (0.29)
0.36 (0.30)
0.35 (0.28)
Sadness
0.41
0.47 (0.40)
0.46 (0.40)
0.47 (0.39)
Likes
7,189
8,814 (5,398)
11,746 (1,467)
9,595 (5,979)
Source(s):
Created by authors
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