All in all mose respondents were neither significantly swayed in one direction or another by the brands advertisenents.

After comparing the three brand index scores, which measure the respondent's feelings towards the brand, it was apparent that they all fell into the low 30’s, which is only slightly above the mid-point of 25, indicating that most of the respondents only had mildly positive feelings towards the brands.

The between-groups t-test, which were conducted in an attempt to determine whether the Nabisco ad shown in the survey may have had an effect on respondents, indicated that in total, 16 of the respondents moved up after being exposed to the Nabisco ad while 15 of those who responded moved down.

These results indicate that 31 of the total 66 respondents changed their opinion (moved up or down) after being exposed to the Nabisco advertisement, however there were similar numbers of those who were favorable towards the brand and those who were less favorable after seeing the Nabisco ad.

The Chi-Square test that was conducted also found that while the majority of the respondents stayed the same after being exposed to the advertisements, a little less than half moved up or down. A positive change (up move) to the advertisements was similar between Nabisco, with 16 people and Pepperidge Farm, with 12 people, while Orville had the most number of positive responses among 22 respondents. A negative change (down move) to the advertisements was identical between Orville and Pepperidge Farm, with 12 people, while Nabisco had the most number of negative responses among 15 respondents.

These results indicate that among the three test brands, Orville had the most number of respondents to change their opinion in a positive direction after seeing the advertisements. The results also show that the Pepperidge Farm brand had the exact number of people to respond positively as to negatively after seeing the ad.