Thesis

88 Results
Source: experiment 1, 2015, n = 80
The null hypothesis of the ANOVA test stated:
H0: There is no significant difference in dwell time between product
preferences
However, at an α value higher than .05, the null hypothesis could not be rejected
for any of the product categories, see table 29. The null hypothesis is therefore accepted,
stating that there is no significant difference in dwell time between product
preferences.
Tab. 29 ANOVA test between groups: dwell time and product preference
Sum of Squares df Mean Square F Sig.
Heineken 398.883 2 199.441 2.105 0.136
Apple 19.519 2 9.759 0.073 0.930
Red Bull 17.601 2 8.800 2.041 0.144
Source: experiment 1, 2015, n = 80
5.3 Differences in effects between exposure and non-exposure
to product placement
5.3.1 Brand recall
Regarding brand recall, only the data measured regarding the 6 brands which were
part of the research scope were of relevance. The control group were not subjected
to these brands and therefore brand recall measures for this group were not relevant
to this part of the research. However, under otherwise identical research conditions
and instructions, the control group felt incited to recall brands which were
not part of this research scope, but which might or might not have been present in
the stimuli presented to them. Though this information was recorded, it was of no
relevance to this research and thus omitted. Figure 30 displays therefore the selfreported
brand recall only of the experiment group. It indicates how often a brand
was recalled and how often it wasnt in absolute numbers. Table 30 summarizes the
results both in absolute number as in percentage of the total sample.