That is, the expected diversity of cognitive processing was substantiated (H1). Each of the nine hypothesized mental interactions between amount of spread and per cent fat label was seen in at least a few of the integrative participants (Figures 1 and 2, combining all six subpanels). The question, therefore, is whether some types of interaction were more prevalent with one purchasing strategy than with another. Any such difference would also confirm that the instantiation of the 18 cognitive processes was not random among consumers.