Table 4.
Test of statistical difference using standardized utilities and standard deviations for both locations across various attribute levels
| Attribute and Attribute Levels | West Louisville | Hopkinsville | Test of Statistical Difference | |||
|---|---|---|---|---|---|---|
| Mean Standardized Utility Value | Standard Deviation | Mean Standardized Utility Value | Standard Deviation | t-Statistic | p-value | |
| Message Source (RQ 4) | ||||||
| Someone who looks like your mother or grandmother | 15.03 | 48.68 | 5.52 | 49.08 | 1.70 | .09* |
| Someone who looks like a church leader | −20.82 | 44.71 | .74 | 41.55 | 4.32 | .0001** |
| Action Demonstrated (RQ6) | ||||||
| New recipes for cooking with fruit and vegetables (for example, as extra flavorings) | 1.02 | 36.49 | −5.72 | 35.98 | 1.64 | .10* |
*
Indicates a statistically directional difference at the p = .10 level
**
Indicates a statistically significant difference at the p = .05 level