Table 8.
ANOVA table with mean (SD) for each condition on the dependent variables including F-values with corresponding significance levels for each main and interaction effect of pictorial (P) and textual (T). Whenever a respondent had an expected flavor ratio greater (smaller) than zero, this means the participant expected the apple flavor of the juice to be more (less) intense compared to the mango flavor of the juice.
| Dependent Variable | P:A < M T:A < M N = 54 |
P:A < M T:A > M N = 54 |
P:A > M T:A < M N = 54 |
P:A > M T:A > M N = 54 |
P F (p-Value) ω2 |
T F (p-Value) ω2 |
P × T F (p-Value) ω2 |
|---|---|---|---|---|---|---|---|
| Expected Flavor Ratio * |
−35.5 (33.7) | −8.9 (44.1) | −29.6 (38.8) | 11.4 (44.9) |
5.58 (0.019)
0.018 |
37.40 (<0.001)
0.141 |
1.68 (0.197) n.s. |
| Perceived Deception |
3.0 (1.6) | 3.4 (1.3) | 3.1 (1.4) | 2.8 (1.4) | 1.53 (0.218) n.s. |
0.02 (0.887) n.s. |
3.26 (0.072) n.s. |
| Purchase Intention |
3.8 (1.5) | 3.9 (1.4) | 3.9 (1.5) | 3.7 (1.2) | 0.21 (0.650) n.s. |
0.04 (0.846) n.s. |
0.34 (0.560) n.s. |
Note 1: The significant values in bold are significant at the level 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; * negative (positive) values for expected flavor ratio indicate a dominant expected mango (apple) flavor.