Table 3.
Results for the ‘half-window’ (top/bottom) stimuli by category.
| Top | Bottom | |||||||
|---|---|---|---|---|---|---|---|---|
| M | SD | M | SD | z | r | p | Sig. | |
| Granola | ||||||||
| Overall liking | 47.4 | 28.0 | 61.8 * | 25.8 | −3.76 | −0.25 | 0.0002 | Yes |
| WTP | 50.3 | 27.8 | 58.3 | 28.0 | −2.64 | −0.18 | 0.0083 | No |
| Tastiness | 51.9 | 27.9 | 57.2 | 29.0 | −2.13 | −0.14 | 0.0328 | No |
| Quality | 54.0 | 24.3 | 62.0 * | 25.3 | −3.63 | −0.24 | 0.0003 | Yes |
| Powerfulness | 48.9 | 25.1 | 54.8 | 25.7 | −2.73 | −0.18 | 0.0064 | No |
| Heaviness | 56.5 | 23.3 | 57.2 | 25.7 | −0.36 | −0.02 | 0.7217 | No |
| Attractiveness | 46.4 | 26.6 | 57.5 * | 26.9 | −3.63 | −0.24 | 0.0003 | Yes |
| Chocolates | ||||||||
| Overall liking | 59.8 | 27.5 | 63.3 | 27.3 | −1.01 | −0.07 | 0.3126 | No |
| WTP | 58.8 | 27.4 | 65.0 | 27.1 | −2.41 | −0.16 | 0.0161 | No |
| Tastiness | 68.5 | 25.5 | 71.3 | 24.3 | −0.78 | −0.05 | 0.4381 | No |
| Quality | 65.1 | 25.8 | 70.5 | 23.7 | −2.13 | −0.14 | 0.0333 | No |
| Powerfulness | 56.0 | 25.5 | 63.4 | 26.2 | −2.22 | −0.15 | 0.0263 | No |
| Heaviness | 45.1 | 26.4 | 48.0 | 28.0 | −1.70 | −0.11 | 0.0884 | No |
| Attractiveness | 59.2 | 25.6 | 67.2 | 26.2 | −2.57 | −0.17 | 0.0103 | No |
| Pasta | ||||||||
| Overall liking | 50.4 | 27.1 | 62.9 * | 26.4 | −3.26 | −0.22 | 0.0011 | Yes |
| WTP | 56.7 | 26.3 | 64.4 * | 25.5 | −3.26 | −0.22 | 0.0011 | Yes |
| Tastiness | 55.3 | 25.5 | 62.5 * | 24.5 | −3.13 | −0.21 | 0.0017 | Yes |
| Quality | 58.3 | 24.9 | 62.2 | 24.3 | −2.05 | −0.14 | 0.0407 | No |
| Powerfulness | 49.9 | 25.1 | 54.2 | 26.6 | −1.94 | −0.13 | 0.0523 | No |
| Heaviness | 53.0 | 26.2 | 52.1 | 25.9 | −0.81 | −0.05 | 0.4166 | No |
| Attractiveness | 45.5 | 25.9 | 56.0 * | 30.4 | −3.57 | −0.24 | 0.0004 | Yes |
| Lemon mousse | ||||||||
| Overall liking | 49.7 | 27.6 | 61.1 | 26.6 | −3.00 | −0.20 | 0.0027 | No |
| WTP | 54.6 | 27.6 | 62.8 | 26.1 | −2.81 | −0.19 | 0.0050 | No |
| Tastiness | 63.3 | 26.8 | 68.3 | 24.2 | −1.91 | −0.13 | 0.0557 | No |
| Quality | 61.4 | 25.1 | 66.6 | 24.3 | −2.15 | −0.14 | 0.0317 | No |
| Powerfulness | 56.1 | 25.1 | 60.1 | 24.8 | −1.10 | −0.07 | 0.2705 | No |
| Heaviness | 47.8 | 25.8 | 47.1 | 26.4 | −0.36 | −0.02 | 0.7155 | No |
| Attractiveness | 56.6 | 26.3 | 63.8 | 25.3 | −2.33 | −0.16 | 0.0198 | No |
r = effect size (see Pallant, 2007, p. 225 [43]); Sig. = window positions where scores are significantly different using the p-value derived using the Hochberg procedure; the score that is significantly higher is marked with an asterisk and is presented in bold (*). WTP = Willingness to purchase. Note: Sample size = 110. p-values are rounded and shown to four decimal places due to the number of comparisons made.