Briana Anderson - Cornell University
Briana Anderson - Cornell University
Briana Anderson - Cornell University
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Table 13<br />
43<br />
Reliability for Summed Endorser Expertise Scale<br />
Variable α if item deleted<br />
Expert – Not Expert .9567<br />
Experienced – Inexperienced .9476<br />
Knowledgeable – Unknowledgeable .9459<br />
Qualified – Unqualified .9414<br />
Skilled - Unskilled .9468<br />
Mean 31.7022<br />
Standard Deviation 8.7728<br />
Total Alpha .9577<br />
Relationships (Correlations) Between the Variables<br />
To ensure that the objective measure of attractiveness was valid, the variable<br />
was correlated with two measures of perceived attractiveness. Table 14 presents the<br />
correlation between the objective measure of attractiveness of endorser and the<br />
perceived level of attractiveness of endorser. The perceived level of attractiveness is<br />
measured by a summation of the five attractiveness items in the endorser credibility<br />
scale. Table 15 presents the correlation between the objective attractiveness measure<br />
and the single item (“attractive” vs. “unattractive”) in the endorser credibility model.
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