Table 1 Results of Linear Mixed-Effects Model for Studies 1, 2a, and 2b

	Dependent variable:
	Persuasiveness
	(Study 1)	(Study 2a)	(Study 2b)
ad_typepopup	-0.026	-0.033	-0.063
	(-0.097, 0.044)	(-0.106, 0.039)	(-0.126, -0.001)
	p = 0.466	p = 0.370	p = 0.046
ad_typenon_targeted	-0.215	-0.149	-0.171
	(-0.369, -0.061)	(-0.287, -0.011)	(-0.328, -0.014)
	p = 0.007	p = 0.035	p = 0.033
matching_score_centered	0.036	-0.162	-0.091
	(-0.049, 0.120)	(-0.319, -0.004)	(-0.212, 0.031)
	p = 0.407	p = 0.045	p = 0.143
ad_typepopup:matching_score_centered	0.052	0.163	-0.002
	(-0.060, 0.164)	(-0.030, 0.356)	(-0.148, 0.143)
	p = 0.365	p = 0.098	p = 0.977
ad_typenon_targeted:matching_score_centered	-0.210	-0.048	-0.139
	(-0.354, -0.067)	(-0.268, 0.172)	(-0.310, 0.032)
	p = 0.005	p = .668	p = 0.112
Constant	2.690	2.748	2.832
	(2.570, 2.809)	(2.624, 2.871)	(2.704, 2.959)
	p < 0.001	p < 0.001	p < 0.001
Observations	59,940	38,880	60,210
Log Likelihood	-86,243.700	-57,251.780	-89,003.000
Akaike Inf. Crit.	172,525.400	114,541.600	178,044.000
Bayesian Inf. Crit.	172,696.400	114,704.400	178,215.100

Results of the generalized linear mixed-effects model used in Study 1 (left), Study 2a (center), and Study 2b (right), with self-reported persuasiveness as dependent variable. Estimates are provided together with their 95% confidence intervals. In all models, the observations (i.e., the persuasiveness ratings) are reported individually rather than being averaged within subjects. To address the fact that each participant rated multiple ads on various scale items, and that the same ads appeared under different conditions, random slopes for ad type were included for both participants and ads. Additional variables considered in the model include ad type (with ‘targeted-no popup’ used as reference level) and the matching score, which has been mean-centered within each ad type and represents the scaled difference between the participant’s openness score and that of the ad. Both ad type and the matching score are included in the formula as a two-way interaction.

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