Table 3.
ANOVA table with the mean (SD) for each condition on the dependent variables (DVs) including F-values with corresponding significance levels and effect sizes for the main and all possible two- and three-way interaction effects of pictorial (P), textual (T), and tasting (TA). Whenever a respondent had an expected flavor ratio greater (smaller) than zero, this means the participant expected the apple flavor to be more (less) intense compared to the mango flavor of the juice.
| DV | Non-Tasting Conditions | Tasting Conditions | Factors in the Model for Each DV | ||||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| P:A < M T:A < M N = 52 |
P:A < M T:A > M N = 53 |
P:A > M T:A < M N = 55 |
P:A > M T:A > M N = 54 |
P:A < M T:A < M N = 55 |
P:A < M T:A > M N = 56 |
P:A > M T:A < M N = 55 |
P:A > M T:A > M N = 56 |
P F-Value (p-Value) ω2 |
T F-Value (p-Value) ω2 |
TA F-Value (p-Value) ω2 |
P × T F-Value (p-Value) ω2 |
P × Ta F-Value (p-Value) ω2 |
Ta × T F-Value (p-Value) ω2 |
P × Ta × T F-Value (p-Value) ω2 |
|
| Expected Flavor Ratio * |
−46.9 a (33.6) | 10.6 b (42.9) | −46.6 c (34.5) | 20.2 d (42.9) | - | - | - | - | 1.82 (0.178) n.s. |
280.05
(<0.001) 0.394 |
- | 1.58 (0.209) n.s. |
- | - | - |
| Perceived Flavor Ratio |
- | - | - | - | −0.7 (47.9) |
0.7 (44.8) |
−10.2 (50.7) |
16.6 (46.0) |
0.26 (0.610) n.s. |
4.89 (0.028)
0.017 |
- |
3.98 (0.047)
0.013 |
- | - | - |
| Perceived Deception |
2.5 (1.4) | 2.7 (1.6) | 3.3 (1.6) | 2.6 (1.4) | 2.9 (1.5) | 2.6 (1.4) | 2.7 (1.4) | 2.7 (1.5) | 1.14 (0.286) n.s. |
1.78 (0.182) n.s. |
0.25 (0.617) n.s. |
1.41 (0.236) n.s. |
2.13 (0.145) n.s. |
0.17 (0.682) n.s. |
3.59 (0.059) n.s. |
| Purchase Intention |
4.5 (1.3) | 4.5 (1.1) | 3.9 (1.4) | 4.4 (1.2) | 5.0 (1.3) | 4.9 (1.1) | 5.1 (1.1) | 4.9 (1.3) | 1.38 (0.241) n.s. |
0.23 (0.634) n.s. |
28.71 (<0.001)
0.06 |
0.17 (0.677) n.s. |
2.99 (0.106) n.s. |
2.62 (0.106) n.s. |
1.15 (0.285) n.s. |
Note 1: The significant values in bold are significant at a level of p < 0.05. Note 2: P stands for pictorial, T stands for textual, A < M stands for dominant mango, A > M stands for dominant apple. * The total N = 436 was taken for expected flavor ratio as no division between tasting and non-tasting conditions could be made at this point. Therefore, N for tasting and non-tasting in each combination of pictorial and textual ingredient information was added up forming four conditions, a N = 107, b N = 109, c N = 110, d N = 110. Negative values for expected/perceived flavor ratio indicate a dominant expected/perceived mango flavor, positive scores indicate a dominant expected/perceived apple flavor.