Briana Anderson - Cornell University
Briana Anderson - Cornell University
Briana Anderson - Cornell University
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56<br />
Additionally, it is important to note that different patterns occur with the<br />
dependent variables as endorser trustworthiness and expertise. One important<br />
difference to note is that with endorser expertise as the dependent variable, the<br />
interaction between company type and personal involvement is significant.<br />
Table 26<br />
Univariate Analysis table for Dependent Variable Endorser Credibility<br />
Source Type III Sum<br />
of Squares<br />
df Mean<br />
Square<br />
F Sig.<br />
Corrected Model 10618.282 9 1179.809 5.550 .000<br />
Intercept 66549.849 1 66549.849 313.042 .000<br />
Class 779.704 1 779.704 3.668 .057<br />
Gender 275.049 1 275.049 1.294 .256<br />
Personal Involvement 1534.948 1 1534.948 7.220 .008<br />
Attractiveness 7109.398 1 7109.398 33.442 .000<br />
Company Type 293.964 1 293.964 1.383 .241<br />
Personal Involvement * Attractiveness 59.088 1 59.088 .278 .598<br />
Personal Involvement * Company Type 55.897 1 55.897 .263 .609<br />
Attractiveness * Company Type 346.596 1 346.596 1.630 .203<br />
Personal Involvement * Attractiveness * 18.270 1 18.270 .086 .770<br />
Company Type<br />
Error 55698.873 262 212.591<br />
Total 1175091.563 272<br />
Corrected Total 66317.154 271<br />
R Squared = .160 (Adjusted R Squared = .131)
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