Table 1.

OLS regression of standardized image rating scores on the main effects and interaction of generation and treatment (one-model/five-model), controlling for male (gender, male = 1) and age (standardized). By alternating the dummy coding of treatment, we directly compare the effect of generation by looking at the generation coefficients. In the five-model treatment, image ratings improve by 0.23 s.d. per generation. By contrast, in the one-model treatment, there is no significant improvement in image ratings (and a possible decline).

	one-model	five-models
generation	−0.06 (0.04)	0.23 (0.04)**
age	−0.09 (0.08)	−0.09 (0.08)
male	−0.36 (0.19)	−0.36 (0.19)
one-model	−0.96 (0.36)**
one-model generation*	0.28 (0.06)**
five-model		0.96 (0.36)**
five-model generation*		−0.28 (0.06)**
(intercept)	0.11 (0.27)	−0.85 (0.26)**
R2	0.353	0.353
adj. R2	0.319	0.319
N	100	100

*p < 0.05; **p < 0.01.