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Our theory suggests that the backfire effect is due to a loss in perceived comprehensiveness of the information that is accessible through the AR device. We define perceived comprehensiveness as consumers’ sense of being aware of all the accessible details and of being fully informed. Following our...
Readers’ rating of the perceived realism of a false story would vary by news source (H1a) and the presence of news image (H1b). H2. The effect of the news source on the perceived realism of a false story is conditional on the presence of a news image (H2a) and the news topic (...
Hypothesis H1b is valid. Favorable weather type has a positive and significant effect on customer mood (γ = 0.434, p < 0.01). Sunny will be more pleasant for consumers than other weather types. Hypothesis H1c is valid. Air quality has a positive and significant effect on customer mood (γ...