Briana Anderson - Cornell University
Briana Anderson - Cornell University
Briana Anderson - Cornell University
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48<br />
which endorser trustworthiness is the dependent variable. In this model, the objective<br />
attractiveness variable had a significance level of .000.<br />
Table 18<br />
Means for Dependent Variable: Endorser Trustworthiness<br />
Mean<br />
Endorser<br />
Trustworthiness<br />
Std.<br />
Error<br />
95%<br />
Confidence<br />
Interval<br />
Endorser Lower Upper<br />
Bound Bound<br />
Unattractive 34.184 .663 32.878 35.489<br />
Attractive 30.105 .663 28.799 31.410<br />
** Evaluated at covariates appeared in the model: gender = .8088, class = .5074.<br />
H1c: Based on the same set of research, attractiveness should have a positive<br />
relationship with endorser expertise.<br />
Similar to Hypotheses H1a and H1b, H1c was also not supported with an<br />
ANOVA test, and the opposite of H1c’s prediction was significantly supported by this<br />
analysis – there is a negative relationship between endorser attractiveness and<br />
perceptions of endorser expertise. Table 19 below presents the means from a<br />
univariate ANOVA test in which endorser expertise is the dependent variable. In this<br />
model, the objective attractiveness variable was significant at a level of .000.