Briana Anderson - Cornell University
Briana Anderson - Cornell University
Briana Anderson - Cornell University
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51<br />
illustrates that the findings are similar for a univariate ANOVA model with endorser<br />
trustworthiness as the dependent variable as the summed endorser credibility variable.<br />
That is, attractiveness has significance in the model. The relationship is negative<br />
between attractiveness and perceptions of endorser trustworthiness.<br />
Table 21<br />
Univariate Analysis table for Dependent Variable Endorser Trustworthiness<br />
Source Type III<br />
Sum of<br />
Squares<br />
Degrees<br />
of<br />
Freedom<br />
Mean<br />
Square<br />
F Sig.<br />
Corrected Model 1654.091 5 330.818 5.525 .000<br />
Intercept 43148.499 1 43148.499 720.618 .000<br />
Gender 14.344 1 14.344 .240 .625<br />
Class 358.333 1 358.333 5.984 .015<br />
Attractiveness 1186.193 1 1186.193 19.810 .000<br />
Company Type 77.859 1 77.859 1.300 .255<br />
Attractiveness * 20.318 1 20.318 .339 .561<br />
Company Type<br />
Error 15927.308 266 59.877<br />
Total 298627.063 272<br />
Corrected Total 17581.399 271<br />
R Squared = .094 (Adjusted R Squared = .077)<br />
Table 22 presents the mean endorser trustworthiness with the fixed factor<br />
endorser trustworthiness, which illustrates that for endorser trustworthiness, the means<br />
were very similar for the endorsers regardless of company type, but were different in<br />
the attractive versus unattractive condition.
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