Symbolic visuals in advertising: The role of relevance. Page: 89
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Table 16 - Study II: Mean Comparison for Individual Belief Levels
P=Product Alone Manipulation
*significant at the .05 level.C=Congruent Visual Manipulation
Hypothesis 2. This hypothesis says that there will be more thoughts about the
product than for the visual in the advertisement containing a congruent visual. Hypothesis
2 was not supported. There was not a significant difference (t=-1.847, df=61, p=.070)
between the number of thoughts about the product (mean=.9355) and the number of
thoughts about the visual (mean=.6774) This is shown in Table 17.89
Soft Drink Mean Std. Dev Std Error T P- Mean
Belief Mean Statistic Value Difference
(2-
tailed)
Smells Fresh 3.7059(P) 1.64066(P) .22974 (P) -4.469 .000 -1.26186*
4.9677(C) 1.29270(C) .16417(C)
smells like 5.4118(P) 1.56431(P) .21905 (P) -2.137 .035 -.55598*
an orange 5.9677(C) 1.20065(C) .154248(C)
smells fruity 5.0392(P) 1.77720(P) .24886 (P) -1.963 .053 -.57369
5.6129(C) 1.20593(C) .15315 (C)
tastes sweet 5.4510(P) 1.50085(P) .21016 (P) -1.939 .056 -.46705
5.9180(C) .91824 (C) .11757 (C)
tastes like an 5.5882(P) 1.35907(P) .19031 (P) -1.593 .114 -.37951
orange 5.9677(C) 1.17303(C) .14897 (C)
Tastes fresh 5.6667(P) 1.32602(P) .144593 (P) .340 .734 .45355
5.213 1 (C) 1.27951(C) .16383 (C)
Tastes fruity 5.2745(P) 1.37227(P) .19216 (P) -1.357 .177 -.32226
5.5968(C) 1.15176(C) .14627 (C)
Refreshing 4.6471(P) 1.73001(P) .24225 (P) -1.685 .095 -.49810
5.1452(C) 1.41244(C) .17938 (C)
Quench 4.2549(P) 1.74176(P) .24390 (P) -2.232 .028 -.69671"
thirst 4.9516(C) 1.57259(C) .19972 (C)
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Holmes, Gary R. Symbolic visuals in advertising: The role of relevance., dissertation, August 2008; Denton, Texas. (https://digital.library.unt.edu/ark:/67531/metadc9089/m1/100/: accessed April 23, 2024), University of North Texas Libraries, UNT Digital Library, https://digital.library.unt.edu; .