AcTellAgency - FinalPresentation

Yoplait Yogurt Analysis ACTEL AGENCY ELSA HUANG | HILL JIRADNUNYKUL | LAVINIA WANG | JULIET LIU

• Introduction• Survey Review • Multivariate Analysis Findings• Recommendation• Q & A• Appendix

Agenda

INTRODUCTIONWeight i s a growing problem in US

• Nearly three-quarters of American men and more than 60% of women are obese or overweight.

• Nearly 30% of boys and girls under age 20 are either obese or overweight, up from 19% in 1980.

Excess body weight increases a person’s risk for:

• Heart disease• Diabetes• High blood pressure• Certain cancer• And more. . .

Back to 2009Health-concerned Campaign of Yopla i t

• Promoting fitness - Promoting active lifestyles

• Promoting healthy eating habits - Trimming obesity rates in African-American and Hispanic communities

• Supporting breast cancer research - Save Lids to Save Lives

Healthy eating trend Consumers are ready to pay

• Consumes are ready to pay more for products that claim to boost health and weight loss.

• All demographics—from Generation Z to Baby Boomers.

• Any products either reduce disease and/or promote good health also are desirable.

Yoplait is looking healthierYOPLAIT LIGHT

• Contains only 14 grams of sugar. • Yoplait’s Light version replaces some of the sugar with

aspartame, of which many nutritionists are extremely wary.

4 YOPLAIT LIGHT ADSBy Spending $25 Mi l l ion Dol lars

With more than 30 flavors, these 4 ads are trying to convince the audiences that the various tasty yogurts are healthy.

Are these 4 ads worth for $25M spending?

Should these ads be a i red?

Analysis ObjectiveStudy by us ing d ifferent techniques

• Determine the ads performance and consumer attitudes toward the ads

• Present multivariate techniques to interpret insight from 4 ads analysis

• Apply the cluster finding to figure out Yoplait’s target market Q. Which group of consumer is the real consumers of Yoplait Light?

A S S U M P T I O N : W i t h a p a s t e l c o l o r o f Y o p l a i t p r o d u c t i m a g e , w e t h i n k t h e p r o d u c t i s p e r f e c t l y fi t w i t h t h e w o m e n a s t h e i r h e a l t h y s n a c k .

Analysis Methodology

Explore the 4 ads investment value by using the following multivariate techniques:

• Principal Component Analysis • Multiple Regression Analysis • Cluster Analysis• Multiple Discriminant Analysis• Correspondence Analysis

SURVEY REVIEW

- D e m o g r a p h i c a n d B e h a v i o r -

S u r v e y Re v i e w O v e r 8 0 % o f r e s p o n d e n t s a r e f e m a l e , w h i t e , o v e r 3 5 y e a r s o l d a n d c o n s u m i n g y o g u r t f r e q u e n t l y

"Under 18"

"18 - 24"

"25-34"

"35-49"

"50-54"

"over 55"

0 500 1000 1500 2000 2500 3000 3500

Age Dispersion

Daily A few times a week

A few times a month

Less than once a month

Never0

100

200

300

400

500

600

Yogurt Consumption Frequency

Gender

FemaleMale

82.5%

Ethnicity

African-American or BlackAsian-AmericanCaucasian or WhiteHispanicNative AmericanOther (please specify):87.4%

4 Yoplait Yogurt ads

- A tti t u d e t o w a r d t h e A d s -

Females like ads

3 5 a n d o l d e r l i k e a d s m o r e

t h a n y o u n g e r

c o n s u m e r s e x c e p t

S i m m o n s a d

Y o g u r t b u y e r s fi n d a d s m o r e

a p p e a l i n g t h a n n o n -

y o g u r t b u y e r s

Attitude towards 4 ad

Multivariate Analysis

- M T M E v a l u a ti o n U s i n g P C A - - R e g r e s s i o n A n a l y s i s -

- C l u s t e r A n a l y s i s -- M u l ti p l e D i s c r i m i n a n t A n a l y s i s -

- C o r r e s p o n d e n c e A n a l y s i s - - Ta r g e t M a r k e t A n a l y s i s -

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l Simmons Begs

Women Not To Eat

Boston Cream Pie

Yoplait(Simmons) Affect Traces for Top and Bottom Deciles During Conclusion(Principal Component 1 Moment 16–31)

RichardSimmon

sAppears

Product Shot and

Brand Claims

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l

Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles During Setup(Principal Component 3 Moment 5–11)

Woman Boasting

About Her Diet

Featuring Apple

Turnovers

Yoplait(Seamstress) Affect Traces for Top and Bottom Deciles During Development(Principal Component 2 Moment 8–17)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%bottom 10%top 10%

Moment of Advertisement

Leve

l of A

ppea

l

Women Discusses

Aspects of Her Diet and

Argues With Seamstress

About Taking Clothes In or

Out

Women Poses

Displaying Her Thin Body

Yoplait(Knitter) Affect Traces for Top and Bottom Deciles During Setup(Principal Component 2 Moment 1–6)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 150

2

4

6

8

10

middle 10%bottom 10%top 10%

Moment of Advertisement

Leve

l of A

ppea

l

“You Can Always

Try Yoplait Light…”

“…Things I Cannot Have on My Diet”

Demographics• Across all four ads, gender is

the only variable that impacts the performance of the ad.

• Female are more likely to give positive feedback while male give negative feedback on advertisements.

Ad Component• Across all four ads,

development and conclusion/brand recall part of an ad impact the overall retrospective evaluations of an ad.

Gender, Development & Conclusion/Brand Recal l of ads Matters from Regression

Critical MomentsI m p a c tf u l m o m e n t s i n e a c h a d i s w h e n t h e c h a r a c t e r s m e n ti o n a b o u t h e a l t h i s s u e s

s74-s75 “You could try Yoplait Light.”

s19-s24Simmons begs women not to eat Boston cream pie.

s37-s40Woman Boasting About Her Diet Featuring Apple Turnovers

The Pattern of Retrospective Responses for Consumer Segmentation Based upon Cluster Analysis Shows Clear Differences between the 6 Clusters

1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 1001031060

1

2

3

4

5

6

7

8

9

10

Attitudes towards the 4 Yoplait Ads

Hierarchical 1Hierarchical 2Hierarchical 3Hierarchical 4Hierarchical 5Hierarchical 6

Moment of Advertisement

Leve

l of A

ppea

l

Seamstress Knitter

Cluster 1 Love Kitchen & Seamstress n=78Cluster 2 Bored with Simmons & Kitchen n=203Cluster 3 Ads lover, but not the short one n=358Cluster 4 Love them all n=374Cluster 5 Neutral n=362Cluster 6 Simmons Fans n=312

Cluster 4 likes all ads and has the largest number of consumers.

Simmons Kitchen

There is a Strong Relationship Between the 6 Clusters and Post Purchasing Consideration

Cluster 1-Love Kitchen and Seamstress

Cluster 2-Bored with Simmons & Kitchen

Cluster 3-Ads lover but not the short one

Cluster 4- Love them all

Cluster 5-Neutral

Cluster 6-Simmons fans

Cluster composition was profiled based on participants’ demographical information and their responses to other questions

Though cluster 3 is not that into the Knitter ad, they still might be persuaded to purchase after seeing this ad.

Cluster 4 is the most likely to purchase Yoplait after watching the 4 ads among the 6 clusters

6 Clusters with Demographic and Frequency Consumption

Through all analysis, we find that the cluster 4 is a good choice to be targeted. They have high tolerance and acceptance to all ads and easier to be persuaded by different types of ads.

Through their demographic features, most of them are white female 35-49, and they consume yogurt everyday. These features matched what we expected: female with older age might be more concern about health conditions, and their high frequency of consumption could be a positive side to Yoplait.

• Catch overall liking from yogurt consumers. Help building positive attitudes of Yoplait

Short, but the moment of “You Can Always Try Yoplait Light…” is impactful to Ad appeal.

Catch the positive attitudes among yogurt consumers age below 35.

Perfectly fit with our target consumers (female age 35-49 ) Impact to purchase consideration

Reach the objectiveYes, 4 ads should be launched.

YOPLAIT 's Target ConsumerW i t h a p a s te l c o l o r p a l e tte , Yo p l a i t h a s b e e n s e t to b e a p r o d u c t m a i n l y fo r wo m e n .

2008 - F e m a l e 3 5 - 4 9- C a u c a s i a n / w h i t e - H e a l t h -c o n s c i o u s c o n s u m e r s

Q. Which group of consumer is the real consumers of Yoplait Light?

Recommendation Target Consumers Expans ion

1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 314

4.5

5

5.5

6

6.5

7Kitchen Ad Moment-to-Moment Affect Trace

FemaleMale

Leve

l of A

ppea

l

STRATEGY : Expand eating yogurt trend among male using male endorsement.

The part of the husband is the funny site of the commercial to make not only women but also men to pay attention to their product.

2015 YOPLAIT CAMPAIGNYo p l a i t C o n n e c t s w i t h M e n T h r o u g h # M a n o f Yo g u r t C a m p a i g n

2 0 1 5 P r o m o t e Yo p l a i t a s a m a n ’s i d e a l s n a c k

Questions

Appendix

Female have h igher scores than male( females l ike ads)

1 4 7 10 13 16 19 22 25 28 314

4.5

5

5.5

6

6.5

7Simmons Ad Moment-to-Moment Affect Trace

FemaleMale

Leve

l of A

ppea

l

1 4 7 10 13 16 19 22 25 28 314

4.5

5

5.5

6

6.5

7Kitchen Ad Moment-to-Moment Affect Trace

FemaleMale

Leve

l of A

ppea

l

1 4 7 10 13 16 19 22 25 28 314

4.5

5

5.5

6

6.5

7Seamstress Ad Moment-to-Moment Affect Trace

FemaleMale

Leve

l of A

ppea

l

1 2 3 4 5 6 7 8 9 10 11 12 13 14 154

4.5

5

5.5

6

6.5

7Knitter Ad Moment-to-Moment Affect Trace

Female

Male

Leve

l of A

ppea

l

35 and o lder l ike ads more except S immons ad

1 2 3 4 5 6 7 8 9 1011121314155

5.25.45.65.8

66.26.46.66.8

7

Knitter Ad Moment-to-Moment Affect Trace

Below 35

35 and older

Leve

l of A

ppea

l

1 4 7 10 13 16 19 22 25 28 315

5.5

6

6.5

7Kitchen Ad Moment-to-Moment Affect

Trace

Below 35

35 and older

Leve

l of A

ppea

l

1 4 7 10 13 16 19 22 25 28 315

5.25.45.65.8

66.26.46.66.8

7

Seamstress Ad Moment-to-Moment Affect Trace

Below 35

35 and older

Leve

l of A

ppea

l

1 4 7 10 13 16 19 22 25 28 315

5.5

6

6.5

7

Simmons Ad Moment-to-Moment Affect Trace

Below 35

35 and older

Leve

l of A

ppea

l

Yogurt buyers find ads more appeal ing than non-yogurt buyers .

1 4 7 10 13 16 19 22 25 28 314

4.5

5

5.5

6

6.5

7

Simmons Ad Moment-to-Moment Affect Trace

Yogurt buyer

Non-yogurt buyer

Leve

l of A

ppea

l

1 4 7 10 13 16 19 22 25 28 314

4.5

5

5.5

6

6.5

7

Kitchen Ad Moment-to-Moment Affect Trace

Yogurt buyerNon-yogurt buyer

Leve

l of A

ppea

l

1 2 3 4 5 6 7 8 9 10 11 12 13 14 154

4.5

5

5.5

6

6.5

7

Knitter Ad Moment-to-Moment Affect Trace

Yogurt buyer

Non-yogurt buyerLe

vel o

f App

eal

1 4 7 10 13 16 19 22 25 28 314

4.5

5

5.5

6

6.5

7

Seamstress Ad Moment-to-Moment Affect Trace

Yogurt buyer

Non-yogurt buyerLe

vel o

f App

eal

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l

Yoplait(Simmons) Affect Traces for Top and Bottom Deciles During Setup

(Principal Component 3 Moment 1–5)

Two Women Grocery Shopping Together

and Talking

Yoplait(Simmons) Affect Traces for Top and Bottom Deciles During Development

(Principal Component 2 Moment 6–15)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l

Women Discuss the

Specific Foods They

Crave

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l Simmons Begs

Women Not To Eat

Boston Cream Pie

Yoplait(Simmons) Affect Traces for Top and Bottom Deciles During Conclusion

(Principal Component 1 Moment 16–31)

RichardSimmon

sAppears

Product Shot and

Brand Claims

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l

Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles During Setup

(Principal Component 3 Moment 5–11)

Woman Boasting

About Her Diet

Featuring Apple

Turnovers

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l

Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles During Development

(Principal Component 2 Moment 12–22)

Husband Rummages

Through Fridge

LookingFor Boston Cream Pie,

Key Lime Pie and Other Goodies

Mentioned

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l

Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles During Conclusion

(Principal Component 1 Moment 23–31)

Brand Claims and “Babe

What Are You Doing?”

Punch Line

Yoplait(Knitter) Affect Traces for Top and Bottom Deciles During Setup

(Principal Component 2 Moment 1–6)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 150

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l

“You Can Always

Try Yoplait Light…”

“…Things I Cannot Have on My Diet”

1 2 3 4 5 6 7 8 9 10 11 12 13 14 150

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l Fat Guy in Sports Jersey Says,

“Honey, This is Kind of Hot.”

Brand Claims:

28 Ways to Watch

Your Weight

With Yoplait Light

Yoplait(Knitter) Affect Traces for Top and Bottom Deciles During Conclusion

(Principal Component 1 Moment 7–15)

Beginning of Testimonial –

“There are Plenty of Flavors…

Yoplait(Seamstress) Affect Traces for Top and Bottom Deciles During Setup

(Principal Component 3 Moment 1–7)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l Woman Asks to

Take Her

Clothes In

Woman Comes Into Seamstress and Asks Her To

Take Her Clothes In.

Yoplait(Seamstress) Affect Traces for Top and Bottom Deciles During Development

(Principal Component 2 Moment 8–17)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l

Women Discusses

Aspects of Her Diet and

Argues With Seamstress

About Taking Clothes In or

Out

Women Poses

Displaying Her Thin Body

Yoplait(Seamstress) Affect Traces for Top and Bottom Deciles During Conclusion

(Principal Component 1 Moment 18–31)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 310

2

4

6

8

10

middle 10%

bottom 10%

top 10%

Moment of Advertisement

Leve

l of A

ppea

l

Yoplait Product

Shot

Brand Claims and Punch Line – “I

Was Just Outside and Then I Came

In”

Profil ing The C luster So lut ion& C luster Composi t ion

Cluster Composition: Age, Gender and Ethnicity

• Most of the consumers are between 25-49• Most of the consumers are female and Caucasian or White

Summary Regressions Explaining Retrospective Evaluations of Yoplait(Simmons) Ad with

Principal Component Score

Dependent Variable =

Estimated Coefficients of Consumers' Principal Component Scores

F Value Adjusted R-Squared

Set-up Development Conclusion and Brand Claims

Gave me a more positive attitude towards product, Interesting,

Engaging, Said something important, For someone like me,

Told me something new, Eye-catching, Funny, Unique,

Memorable

-0.064 0.140 0.490 201.168 0.263

Insults me intelligence, Offesive, Annoying, Boring, Confusing 0.054 0.011 -0.380 96.864 0.146

Brand Recall 0.084 -0.129 -0.345 93.204 0.141

Ad appeal -0.089 0.05 0.655 440.879 0.439

Likelihood to Purchase Poduct -0.053 0.078 0.474 171.491 0.233

Note: Number marked red means the variable is not statistically significant

Summary Regressions Explaining Retrospective Evaluations of Yoplait(Kitchen) Ad with Principal

Component Score

Dependent Variable =

Estimated Coefficients of Consumers' Principal Component Scores

F Value Adjusted R-Squared

Set-up Development Conclusion and Brand Claims

Interesting, Eye-catching, Unique, Engaging, Memorable, Gave me a

more positive attitude towards product, Said something

important, For someone like me, Told me something new, Funny

0.186 0.267 0.363 175.371 0.237

Insults me intelligence, Offesive, Annoying, Boring, Confusing -0.085 -0.227 -0.248 76.816 0.119

Brand Recall -0.140 -0.195 -0.293 94.204 0.142Ad appeal 0.173 0.342 0.442 291.962 0.341

Likelihood to Purchase Poduct 0.167 0.203 0.331 122.119 0.177

Summary Regressions Explaining Retrospective Evaluations of Yoplait(Seamstress) Ad with

Principal Component Score

Dependent Variable =

Estimated Coefficients of Consumers' Principal Component Scores

F Value Adjusted R-Squared

Set-up Development Conclusion and Brand Claims

Interesting, Eye-catching, Unique, Engaging, Memorable, Gave me a

more positive attitude towards product, Said something

important, For someone like me, Funny

0.026 0.119 0.168 25.2 0.041

Insults me intelligence, Offesive, Annoying, Confusing -0.013 -0.088 -0.116 12.283 0.020

Serious 0.071 0.020 0.109 9.871 0.016

Brand Recall -0.056 -0.090 -0.187 27.153 0.044

Ad appeal 0.036 0.106 0.201 31.344 0.051

Likelihood to Purchase Poduct 0.047 0.107 0.166 24.141 0.040

Note: Number marked red means the variable is not statistically significant

Summary Regressions Explaining Retrospective Evaluations of Yoplait(Knitter) Ad with Principal

Component Score

Note: Number marked red means the variable is not statistically significant

Dependent Variable =

Estimated Coefficients of Consumers' Principal Component

Scores F Value Adjusted R-Squared

Set-up Conclusion and Brand Claims

Interesting, Eye-catching, Unique, Engaging, Memorable, Gave me a more positive attitude towards product, Said something important, For someone like

me, Told me something new, Funny

0.021 0.256 59.772 0.065

Insults me intelligence, Offesive, Annoying, Boring, Confusing 0.014 -0.165 23.832 0.026

Brand Recall -0.011 -0.204 36.624 0.04Ad appeal 0.022 0.275 69.683 0.075

Likelihood to Purchase Poduct 0.002 0.211 39.169 0.043

Summary Regressions Explaining Retrospective Evaluations of Yoplait(Simmons) Ad with

Principal Component Score

Independent Variable

Dependent Variable = Conclusion Dependent Variable = Development Dependent Variable = Set-up

Standardized

Coefficient

t SigAdjusted

R-Squared

Standardized

Coefficient

t SigAdjusted

R-Squared

Standardized

Coefficient

t SigAdjuste

d R-Square

d

Gender 0.119 4.922 9.41E-07 0.014 0.072 2.954 0.0031 0.005 -0.029 -1.195 NS 0.000

Age -0.055 -2.281 0.023 0.002 0.006 0.230 NS -0.001 0.048 1.975 0.048 0.002

Ethnicity -0.055 -2.27 0.023 0.002 0.017 0.71 NS 0.000 -0.01 -0.424 NS 0.000

Income -0.077 -3.177 0.002 0.005 -0.016 -0.654 NS 0.000 0.023 0.934 0.350 0.000

Gender is coded: Men = 1, Women = -1

Ethnicity is coded: White = 1, Minority = -1

Summary Regressions Explaining Retrospective Evaluations of Yoplait(Kitchen) Ad with Principal

Component Score

Independent Variable

Dependent Variable = Conclusion Dependent Variable = Development Dependent Variable = Set-up

Standardized

Coefficient

t SigAdjusted

R-Squared

Standardized

Coefficient

t SigAdjusted

R-Squared

Standardized

Coefficient

t SigAdjuste

d R-Square

d

Gender -0.011 -0.433 NS 0.000 -0.026 -1.051 NS 0.000 0.000 -0.015 NS -0.001

Age -0.076 -3.141 0.002 0.005 0.046 1.884 NS 0.002 -0.003 -0.113 NS -0.001

Ethnicity 0.013 0.546 NS 0.000 0.019 0.789 NS 0.000 -0.021 -0.843 NS 0.000

Income 0.014 0.564 NS 0.000 0.031 1.283 NS 0.000 -0.001 -0.028 NS -0.001

Gender is coded: Men = 1, Women = -1

Ethnicity is coded: White = 1, Minority = -1

Summary Regressions Explaining Retrospective Evaluations of Yoplait(Seamstress) Ad with

Principal Component Score

Independent Variable

Dependent Variable = Conclusion Dependent Variable = Development Dependent Variable = Set-up

Standardized

Coefficient

t SigAdjusted

R-Squared

Standardized

Coefficient

t SigAdjusted

R-Squared

Standardized

Coefficient

t SigAdjuste

d R-Square

d

Gender -0.054 -2.206 2.80E-02 0.002 -0.066 -2.718 0.007 0.004 -0.054 -2.206 0.028 0.002

Age -0.004 -0.172 NS -0.001 0.017 0.679 NS 0.000 0.076 3.132 0.002 0.005

Ethnicity 0.015 0.617 NS 0.000 0.005 0.202 NS -0.001 -0.007 -0.307 NS -0.001

Income -0.050 -2.042 0.041 0.002 -0.056 -2.313 0.021 0.003 0 -0.017 NS -0.001

Gender is coded: Men = 1, Women = -1

Ethnicity is coded: White = 1, Minority = -1

Summary Regressions Explaining Retrospective Evaluations of Yoplait(Knitter) Ad with Principal

Component Score

Independent Variable

Dependent Variable = Conclusion Dependent Variable = Set-up

Standardized Coefficient t Sig Adjusted R-

SquaredStandardized

Coefficient t Sig Adjusted R-Squared

Gender -0.08 -3.361 1.00E-03 0.006 -0.02 -0.836 NS 0.000

Age 0.007 0.307 NS -0.001 0.096 3.951 0.000 0.009

Ethnicity -0.021 -0.842 NS 0.000 -0.018 -0.739 NS 0.000

Income -0.026 -1.082 NS 0.000 0.011 0.465 NS 0.000

Gender is coded: Men = 1, Women = -1

Ethnicity is coded: White = 1, Minority = -1