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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