Table 1.
One-way analysis of variance for different representations and sounds in 3 variables.
| Source of variation | SS | df | MS | F | p | Main Effect |
|---|---|---|---|---|---|---|
| Awareness of Brand Placement | ||||||
| Representation | 1.073 | 1 | 0.500 | 10.795 | 0.001** | NREBPL > REBPL |
| Sound | 0.500 | 1 | 1.073 | 26.524 | 0.000*** | SSBPL > MSBPL |
| Preference of Brand Placement | ||||||
| Representation | 4.083 | 1 | 4.083 | 7.346 | 0.007** | REBPL > NREBPL |
| Sound | 2.430 | 1 | 2.430 | 4.361 | 0.037* | MSBPL > SSBPL |
| Purchasing Desire of Product | ||||||
| Representation | 0.003 | 1 | 0.003 | 0.007 | 0.934 | — |
| Sound | 0.480 | 1 | 0.480 | 0.979 | 0.323 | — |
***p < 0.001, **p < 0.01, *p < 0.05; SS: sum of squares of deviation from mean; df: degree of freedom; MS: mean square