Table 9 Mean and standard deviation of consumer skepticism by regulatory focus.

From: How to use advertising appeals to promote green purchase behaviour —The double-edged sword effect of a large usage-based scale frame

Scale frame

Regulatory focus

Promotion focus

Prevention focus

Total

The large-number frame

2.971 (0.725)

3.897 (1.053)

3.161 (0.883)

The small-number frame

3.000 (0.829)

3.010 (0.811)

3.003 (0.821)

Total

2.984 (0.774)

3.339 (0.999)

3.081 (0.854)

  1. Standard deviations are presented in parentheses.
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