Effects of Farmers’ Facial Expression on Consumers’ Responses in Print Advertising of Local Food: The Moderating Role of Emotional Intelligence

Table 3

Analysis of covariance (ANCOVA) results.

	Involvement (covariate)	Farmers’ facial expression	Level of EI	Interaction
Perceived product quality	51.528	3.323	0.440	2.365
	(0.000)	(0.039)	(0.508)	(0.097)
Trust	57.644	6.604	0.860	2.684
	(0.000)	(0.002)	0.355	(0.072)
Attitude toward the retailer	59.111	2.367	0.179	3.591
	(0.000)	(0.097)	(0.673)	(0.030)

Note. values in parentheses. Farmers’ facial expression (neutral vs. positive vs. product only, without portrait), level of EI (low vs. high). , , and .