Table 4.
Summary of linear regression analyses for variables predicting food and drink brand–self connection.
| Food Brand–Self Connection (n = 280) | Drink Brand–Self Connection (n = 250) | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Variable | Exposed to TV ads | Not Exposed to TV ads | Exposed to TV ads | Not Exposed to TV ads | ||||||||
| B | SE B | β | B | SE B | β | B | SE B | β | B | SE B | β | |
| Age (years) | −0.12 | 0.04 | −0.24 *** | −0.12 | 0.05 | −0.24 * | −0.10 | 0.04 | −0.18 * | −0.13 | 0.7 | −0.20 |
| Commercial TV viewing (hours) | 0.02 | 0.01 | 0.18 * | −0.01 | 0.01 | −0.07 | 0.03 | 0.01 | 0.21 ** | −0.02 | 0.02 | −0.12 |
| Frequency food and drink consumption | 0.01 | 0.01 | 0.09 | 0.01 | 0.01 | 0.12 | 0.01 | 0.01 | 0.18 * | 0.02 | 0.01 | 0.23 * |
| R 2 | 0.11 | 0.08 | 0.13 | 0.09 | ||||||||
| F | 7.60 *** | 2.46 | 8.20 *** | 2.78 * | ||||||||
* p < 0.05, ** p < 0.01, *** p < 0.001.