Figure 4
The figure shows two graphs arranged horizontally. Both graphs show two lines: a dotted line and a solid line. A legend on the right indicates that a dotted line represents “low” product involvement and a solid line represents “high” product involvement. Panel (a): The horizontal axis is labeled “ad recognition” and has two categories: “low” and “high”. The vertical axis is labeled “ad irritation” and ranges from “1.00” to “4.00” in increments of “0.50” units. The dotted line for “low” involvement starts at “2.30” at “low” recognition and moves in an upward direction to end at “2.80” at “high” recognition. The solid line for “high” involvement starts at “2.75” at “low” recognition and moves in a slight downward direction to end at “2.65” at “high” recognition. Panel (b): The horizontal axis is labeled “ad irritation” and has two categories: “low” and “high”. The vertical axis is labeled “brand attitude (after - before)” and ranges from “negative 0.50” to “0.50” in increments of “0.20” units. The dotted line for “low” involvement starts at “0.20” at “low” irritation and moves in a steep downward direction to end at “negative 0.15” at “high” irritation. The solid line for “high” involvement starts at “negative 0.18” at “low” irritation and moves in a slight upward direction to end at “negative 0.12” at “high” irritation. Note: All numerical data values are approximated.Interaction effects of Study 2. Source: Authors' own work