It is important to note that the hypothesized model proposed that
variety and type of information sources in¯uence only perceptual/
cognitive evaluations, while sociopsychological motivations in¯uence
only affect. An examination of the correlation matrix indicated that
variety and type of information sources had a signi®cant relationship
with affect and sociopsychological motivations had a signi®cant
relationship with perceptual/cognitive evaluations. These relationships
were not hypothesized in the original model and thus not
examined because of lack of support from the literature. If they had
been investigated, it would have been possible to compare direct
and indirect effects of variety and type of information sources and
sociopsychological motivations on affect. This would further validate
the intervening role of perceptual/cognitive evaluations between exogenous
variables and affect. Signi®cantly, overall image is more
likely in¯uenced by affect than perceptual/cognitive evaluations and
affect together. In other words, affect is more likely to serve as an
intervening variable between perceptual/cognitive evaluations and
overall image.