Download Menstrual Cycle Effects on Attitudes Toward Brand Personalities PDF

TitleMenstrual Cycle Effects on Attitudes Toward Brand Personalities
LanguageEnglish
File Size3.9 MB
Total Pages130
Document Text Contents
Page 66

56

Table 10: Interaction Between Menstrual Cycle Phase and Relationship Status for

the ‘Sexy’ Trait

Dependent

Variables

MeanFertile MeanLuteal F-value P-value

Partnered Single Partnered Single

Attitude

towards the

ad

4.55 3.54 4.26 4.43 3.100 0.082

Attitude

towards the

brand

4.39 3.28 4.09 4.44 5.045 0.027

Purchase

Intention
3.62 2.60 3.26 3.59 3.261 0.074



To further explore these significant interactions, the means for attitude toward the

brand of the ‘sexy’ trait were plotted in Figure 3, and two pairwise comparisons were

computed for all three dependent variables. Alpha correction was used for the two pair-

wise comparisons: 0.05(alpha)/2=0.025. It is also important to note “marginally

significant” refers to p-values that fall within the 0.026 to 0.05 range. The pairwise

comparisons in this paper’s results section were computed by keeping one of the

variables constant and running a one way ANOVA on the other two variables. For

example, (referring to Figure 3 below) to test for a significant difference between the

means 4.39 (mean responses of fertile/partnered women, for attitude towards the ‘sexy’

brand) and 4.09 (mean responses of luteal/partnered women for attitude towards the

‘sexy’ brand), the data for partnered women were isolated and a one way ANOVA was

run on menstrual cycle phase and attitude toward the ‘sexy’ brand, for only the partnered

women. The other four possible pairwise comparisons were not computed because they

were not hypothesized comparisons. Furthermore, running too many comparisons would

have rendered the alpha too small, as it would have had to be divided by six (to adjust for

the familywise error rate).

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