Briana Anderson - Cornell University
Briana Anderson - Cornell University
Briana Anderson - Cornell University
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41<br />
Additionally, three separate measures related to endorsers were created from<br />
this scale – endknow (a sum of the five expertise items), endtrust (a sum of the five<br />
trustworthiness items) and enattrac (a sum of the five attractiveness items). Tables<br />
11, 12, and 13 present the alphas for the scales for endorser expertise, endorser trust,<br />
and endorser attractiveness.<br />
Table 11<br />
Reliability for Summed Endorser Attractiveness Scale<br />
Variable<br />
Attractive – Unattractive<br />
Classy – Not Classy<br />
Beautiful – Ugly<br />
Elegant – Plain<br />
Sexy – Not Sexy Endorser<br />
Mean<br />
Standard Deviation<br />
Total Alpha<br />
α if item deleted<br />
.9063<br />
.9288<br />
.9181<br />
.9140<br />
.9213<br />
28.8952<br />
10.8778<br />
.9333