Framing effects on evaluation of coupon offers: assessing the ...
Framing effects on evaluation of coupon offers: assessing the ...
Framing effects on evaluation of coupon offers: assessing the ...
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Overall<br />
Frame<br />
Table 3: Univariate Tests (Between-Subjects Effects) Results<br />
Effect<br />
Promoti<strong>on</strong> Depth<br />
Product Price Level<br />
Frame*Depth<br />
Frame *Product<br />
Depth*Product<br />
Frame * Product*Depth<br />
Dependent<br />
Variable<br />
Redempti<strong>on</strong><br />
Intenti<strong>on</strong> b<br />
Sum <strong>of</strong><br />
Squares<br />
df<br />
Mean<br />
Square<br />
F Sig. η 2<br />
Observed<br />
Power a<br />
189.769 11 17.252 4.725 .000 .181 1.000<br />
Attitude c 48.787 11 4.435 1.844 .048 .079 .867<br />
Transacti<strong>on</strong><br />
58.555 11 5.323 2.157 .018 .092 .923<br />
Value d<br />
Redempti<strong>on</strong><br />
Intenti<strong>on</strong><br />
1.114 2 .557 .153 .859 .001 .073<br />
Attitude .257 2 .129 .053 .948 .000 .058<br />
Transacti<strong>on</strong><br />
Value<br />
.061 2 .030 .012 .988 .000 .052<br />
Redempti<strong>on</strong><br />
Intenti<strong>on</strong><br />
15.423 1 15.423 4.224 .041 .018 .535<br />
Attitude 12.002 1 12.002 4.989 .026 .021 .604<br />
Transacti<strong>on</strong><br />
Value<br />
16.065 1 16.065 6.509 .011 .027 .719<br />
Redempti<strong>on</strong><br />
Intenti<strong>on</strong><br />
92.594 1 92.594 25.359 .000 .097 .999<br />
Attitude .089 1 .089 .037 .847 .000 .054<br />
Transacti<strong>on</strong><br />
Value<br />
2.095 1 2.095 .849 .358 .004 .151<br />
Redempti<strong>on</strong><br />
Intenti<strong>on</strong><br />
11.762 2 5.881 1.611 .202 .014 .339<br />
Attitude 1.625 2 .813 .338 .714 .003 .104<br />
Transacti<strong>on</strong><br />
Value<br />
2.571 2 1.286 .521 .595 .004 .135<br />
Redempti<strong>on</strong><br />
56.306 2 28.153 7.710 .001 .062 .947<br />
Intenti<strong>on</strong> b<br />
Attitude c 34.284 2 17.142 7.125 .001 .057 .929<br />
Transacti<strong>on</strong><br />
34.438 2 17.219 6.976 .001 .056 .924<br />
Value d<br />
Redempti<strong>on</strong><br />
Intenti<strong>on</strong> b<br />
2.584 1 2.584 .708 .401 .003 .133<br />
Attitude c .027 1 .027 .011 .915 .000 .051<br />
Transacti<strong>on</strong><br />
.049 1 .049 .020 .888 .000 .052<br />
Value d<br />
Redempti<strong>on</strong><br />
Intenti<strong>on</strong> b<br />
3.744 2 1.872 .513 .600 .004 .134<br />
Attitude c .066 2 .033 .014 .986 .000 .052<br />
Transacti<strong>on</strong><br />
2.908 2 1.454 0.589 .556 .005 .147<br />
Value d<br />
a Computed using alpha = .05<br />
b R 2 = .181 (Adjusted R 2 = .143)<br />
c R 2 = .079 (Adjusted R 2 = .036)<br />
d R 2 = .092 (Adjusted R 2 = .049)
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