Thesis

Results 99
Starbucks
2.85
2.86
Red Bull
Heineken
3.04
3.10
3.24
3.88
Apple
Coca Cola
2.62
2.79
2.66
3.04
Activia
3.31
3.45
0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00
Purchase intention (control group)
Purchase intention (experiment group)
Fig. 39 Purchase intention: experiment group vs. control group
Source: experiment 2, 2015, n = 55
The following null hypothesis was formulated regarding the relation between purchase
intention and exposure to product placement:
H0: There is no significant difference in purchase intention between exposure
and non-exposure to product placement.
Conducting a Mann-Whitney U test provided insights in the difference between
these two groups. With α values higher than .05 the null-hypothesis was accepted
for all product categories, stating that there is no difference in purchase intention
between exposure and non-exposure to product placement. The results are therefore
conclusive across product category. Table 33 and 34 provide an overview of
respectively the ranks and test statistics of the Mann-Whitney test for the aforementioned
variables.