Figure 5
The table has two rows and two columns. The column headers are “Low involvement” and “High involvement”. The row headers are “Candid content” and “Curated content”. The data for each cell is as follows: Row 1, Column 1: A circle with a check mark precedes the text “Effective. Boosts purchase intent via relatability”. Row 1, Column 2: A triangle with an exclamation point precedes the text “May feel vague. Use with supportive info”. Row 2, Column 1: A triangle with an exclamation point precedes the text “May trigger ad recognition and irritation”. Row 2, Column 2: A circle with a check mark precedes the text “Informative. Builds trust and purchase certainty”.Content Type × Product Involvement Effects on Consumer Responses. Source: Authors' own work