Table 2.

Statistical significance and effect size of the effect of the independent variables (CCT, lipstick color, model and gender) on the ratings of preference, purchase intention and sexual attractiveness.

Scale	Independent variable or interaction	Sum of square	df	Mean square	F	Sig.	η2
Preference	CCT	14.719	2.133	6.9	6.594	0.002	0.102
	Color	11.161	2	5.58	2.739	0.069	0.045
	Model	22.547	2	11.274	4.916	0.009	0.078
	Gender	0.015	1	0.015	0.002	0.962	0
	CCT*Color	2.12	5.041	0.42	0.928	0.464	0.016
	CCT*Gender	12.151	2.133	5.696	5.443	0.005	0.086
	Color*Gender	10.008	2	5.004	2.456	0.09	0.041
Purchase intention	CCT	19.813	2.233	8.873	8.833	<0.0001	0.132
	Color	12.547	2	6.274	2.954	0.056	0.048
	Model	20.229	2	10.114	4.401	0.014	0.071
	Gender	12.8	1	12.8	2.201	0.143	0.037
	CCT*Color	1.811	5.507	0.329	0.798	0.562	0.014
	CCT*Gender	9.058	2.233	4.056	4.038	0.016	0.065
	Color*Gender	13.119	2	6.559	3.088	0.049	0.051
Sexual attractiveness	CCT	5.198	2.146	2.423	2.496	0.083	0.041
	Color	22.596	2	11.298	8.342	<0.0001	0.126
	Model	1.156	2	0.578	0.31	0.734	0.005
	Gender	0.104	1	0.104	0.019	0.89	0
	CCT*Color	1.556	6.185	0.252	0.822	0.556	0.014
	CCT*Gender	5.388	2.146	2.511	2.588	0.075	0.043
	Color*Gender	1.248	2	0.624	0.461	0.632	0.008

Bold font denotes statistical significance (p < 0.05).