Briana Anderson - Cornell University

Table 20
Univariate Analysis table for Dependent Variable Endorser Credibility
Source Type III Sum
of Squares
50
Degrees of
Freedom
Mean
Square
F Sig.
Corrected Model 8882.770 5 1776.554 8.228 .000
Intercept 69151.764 1 69151.764 320.268 .000
Gender 974.432 1 974.432 4.513 .035
Class 51.774 1 51.774 .240 .625
Attractiveness 7064.826 1 7064.826 32.720 .000
Company Type 238.491 1 238.491 1.105 .294
Attractiveness * 554.822 1 554.822 2.570 .110
Company Type
Error 57434.384 266 215.919
Total 1175091.563 272
Corrected Total 66317.154 271
a R Squared = .134 (Adjusted R Squared = .118)
For the summed variable of endorser credibility, H2 is not supported. Table 20
presents findings from a univariate ANOVA with endorser credibility as the dependent
variable with fixed factors of attractiveness and company type and covariates of
gender and class. This analysis suggests that attractiveness alone is a significant
variable (main effect) in determining endorser credibility but not the interaction
between attractiveness and company type. Specifically, there is a significant
difference between means of endorser credibility for attractive (mean= 58.543) and
unattractive (mean= 68.807) endorsers, in which the mean endorser credibility for
attractive endorsers is lower than that of the unattractive endorser.
The same univariate ANOVA test was run for dependent variables of endorser
expertise and trustworthiness to see if this interaction was apparent. Table 21