Figure 2
At the top left is W colon advocacy fusion. At the bottom left is X colon relationship norm. In the centre right is M colon perceived hypocrisy. On the far right is a combined box listing Y one colon brand avoidance and Y two colon negative word of mouth. Arrows connect X to M, W to M, and the interaction X W to M. Text beside these paths lists coefficients as X to M b equals point three six with standard error point two three and C I nine five per cent from minus point one zero zero to point eight one nine, W to M b equals point one eight with standard error point one four and C I nine five per cent from minus point zero nine three to point four four three, and X W to M b equals point nine one with standard error point two seven and C I nine five per cent from point three six eight to one point four four seven, marked with two asterisks. An arrow connects M to Y one and Y two. The text states M to Y one b equals point eight four with standard error point zero six and C I nine five per cent from point seven two one to point nine six three, marked with three asterisks, and M to Y two b equals point nine six with standard error point zero six and C I nine five per cent from point eight three six to one point zero seven five, marked with three asterisks. An arrow connects W directly to Y one and Y two with text stating W to Y one b equals point one six with standard error point zero nine and C I nine five per cent from minus point zero two six to point three four zero, and W to Y two b equals point one eight with standard error point zero nine and C I nine five per cent from minus point zero zero one to point three six two. A horizontal arrow connects X to Y one and Y two. The text lists X to Y one b equals point two eight with standard error point one six and C I nine five per cent from minus point zero three seven to point five nine two, and X to Y two b equals point three five with standard error point one six and C I nine five per cent from point zero four two to point six six six. Additional interaction paths are listed as X W to Y one b equals point zero three with standard error point one nine and C I nine five per cent from minus point three five one to point four one four, and X W to Y two b equals minus point zero nine with standard error point one nine and C I nine five per cent from minus point four six nine to point two eight nine. At the bottom left is a model summary table. It lists outcome perceived hypocrisy with R-squared equals point one two, mean squared error equals one point seven zero, F three comma one two three equals five point six two with two asterisks. It lists outcome brand avoidance with R squared equals point six six, mean squared error equals point seven nine, F four comma one two two equals five nine point three zero with three asterisks. It lists outcome negative word of mouth with R squared equals point seven two, mean squared error equals point seven seven, and F four comma one two two equals seven six point five nine with three asterisks.Moderated mediation coefficient path values and model summary (Process Model 8)
Note(s): * = p < 0.05; ** = p < 0.01; *** = p <0.001
Source: Author’s own illustration