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


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

the ‘Sexy’ Trait



MeanFertile MeanLuteal F-value P-value

Partnered Single Partnered Single


towards the


4.55 3.54 4.26 4.43 3.100 0.082


towards the


4.39 3.28 4.09 4.44 5.045 0.027


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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