The data were subjected to a factor analysis to determine how the brand attitude Likert items for each brand were related to each other. Variables that load on the same factor as “[Brand] is a good brand” were taken to be indications of how much a respondent liked a brand, and were combined into new attitude scores for each brand. The means of these new attitude scores were compared using a t-test to test for statistical significance.
Factor |
Advil |
Bayer |
Tylenol |
||||||
Eigenvalues |
% of variance |
Cumulative % of variance |
Eigenvalues |
% of variance |
Cumulative % of variance |
Eigenvalues |
% of variance |
Cumulative % of variance |
|
I |
3.9 |
38.6 |
38.6 |
3.7 |
37.2 |
37.2 |
3.6 |
36.3 |
36.3 |
II |
1.6 |
15.6 |
54.2 |
1.5 |
14.9 |
52.1 |
1.4 |
14.5 |
50.8 |
III |
0.9 |
9.5 |
63.6 |
1.0 |
10.4 |
62.6 |
1.0 |
10.5 |
61.3 |
IV |
0.8 |
8.0 |
71.6 |
0.9 |
8.7 |
71.3 |
0.9 |
9.4 |
70.7 |
V |
0.8 |
7.7 |
79.3 |
0.8 |
8.2 |
79.5 |
0.9 |
8.6 |
79.3 |
VI |
0.6 |
6.4 |
85.7 |
0.6 |
5.9 |
85.4 |
0.7 |
7.0 |
86.3 |
VII |
0.5 |
4.8 |
90.5 |
0.4 |
4.4 |
89.8 |
0.5 |
5.0 |
91.3 |
VIII |
0.4 |
3.8 |
94.3 |
0.4 |
3.9 |
93.7 |
0.3 |
3.4 |
94.7 |
IX |
0.3 |
2.9 |
97.2 |
0.4 |
3.6 |
97.3 |
0.3 |
2.8 |
97.5 |
X |
0.3 |
2.8 |
100.0 |
0.3 |
2.7 |
100.0 |
0.3 |
2.5 |
100.0 |
For Advil, there are two factors that can account for at least one Likert item, which together account for 54.2% of the variance. For Bayer, three factors can account for at least one Likert item and together they account for 62.6% of the variance. For Tylenol, three factors can account for at least one Likert item and together they account for 61.3% of the variance.
Advil… |
Communalities |
Factor Matrix |
Varimax Factor Matrix |
||
I |
II |
I |
II |
||
…is a good brand |
0.7 |
0.9 |
-0.0 |
0.8 |
0.3 |
…works fast |
0.6 |
0.8 |
0.1 |
0.7 |
0.4 |
…prevents heart attacks |
0.5 |
0.0 |
0.7 |
-0.3 |
0.7 |
…is safer |
0.3 |
0.3 |
0.5 |
0.1 |
0.6 |
…is trustworthy |
0.7 |
0.8 |
-0.2 |
0.8 |
0.1 |
…would be prescribed by my doctor |
0.2 |
0.3 |
0.3 |
0.2 |
0.4 |
…is easy to use |
0.5 |
0.6 |
-0.3 |
0.7 |
-0.1 |
…doesn’t have too many side effects |
0.6 |
0.7 |
-0.3 |
0.8 |
-0.1 |
…is made by a company that cares about my health |
0.5 |
0.4 |
0.6 |
0.2 |
0.7 |
…provides effective pain relief |
0.7 |
0.8 |
0.0 |
0.8 |
0.3 |
Bayer… |
Communalities |
Factor Matrix |
Varimax Factor Matrix |
||||
I |
II |
III |
I |
II |
III |
||
…is a good brand |
0.7 |
0.8 |
0.1 |
-0.0 |
0.6 |
0.5 |
0.3 |
…works fast |
0.6 |
0.7 |
0.2 |
0.0 |
0.6 |
0.3 |
0.4 |
…prevents heart attacks |
0.6 |
0.6 |
0.4 |
-0.3 |
0.8 |
-0.0 |
0.2 |
…is safer |
0.5 |
0.3 |
0.4 |
0.5 |
0.1 |
0.0 |
0.7 |
…is trustworthy |
0.6 |
0.7 |
-0.3 |
0.1 |
0.4 |
0.7 |
0.1 |
…would be prescribed by my doctor |
0.7 |
0.5 |
0.1 |
-0.6 |
0.8 |
0.1 |
-0.3 |
…is easy to use |
0.7 |
0.5 |
-0.6 |
0.1 |
0.1 |
0.8 |
-0.2 |
…doesn’t have too many side effects |
0.7 |
0.6 |
-0.6 |
0.3 |
0.0 |
0.9 |
0.0 |
…is made by a company that cares about my health |
0.6 |
0.3 |
0.5 |
0.5 |
0.1 |
-0.1 |
0.7 |
…provides effective pain relief |
0.6 |
0.8 |
0.1 |
-0.0 |
0.6 |
0.4 |
0.3 |
Tylenol… |
Communalities |
Factor Matrix |
Varimax Factor Matrix |
||||
I |
II |
III |
I |
II |
III |
||
…is a good brand |
0.7 |
0.8 |
0.1 |
-0.1 |
0.8 |
0.1 |
0.1 |
…works fast |
0.7 |
0.7 |
0.4 |
-0.1 |
0.8 |
-0.2 |
0.0 |
…prevents heart attacks |
0.5 |
0.1 |
0.7 |
0.1 |
0.2 |
-0.7 |
0.0 |
…is safer |
0.1 |
0.3 |
0.0 |
0.2 |
0.3 |
0.0 |
0.3 |
…is trustworthy |
0.7 |
0.8 |
-0.1 |
-0.0 |
0.8 |
0.2 |
0.2 |
…would be prescribed by my doctor |
0.7 |
0.3 |
-0.4 |
0.7 |
-0.0 |
0.4 |
0.8 |
…is easy to use |
0.6 |
0.6 |
-0.5 |
-0.2 |
0.5 |
0.6 |
0.1 |
…doesn’t have too many side effects |
0.7 |
0.7 |
-0.4 |
-0.1 |
0.6 |
0.5 |
0.2 |
…is made by a company that cares about my health |
0.7 |
0.3 |
0.3 |
0.7 |
0.2 |
-0.4 |
0.7 |
…provides effective pain relief |
0.7 |
0.8 |
0.3 |
-0.1 |
0.8 |
-0.1 |
0.1 |
Brand |
Mean attitude score |
Standard deviation |
Advil |
4.0 |
0.6 |
Bayer |
3.4 |
0.5 |
Tylenol |
3.9 |
0.6 |
|
|
Sample size: 126 |
Brand pairing |
t |
Advil and Bayer |
10.20* |
Bayer and Tylenol |
6.86* |
Advil and Tylenol |
2.61* |
|
* p ≤ 0.15 |
The results of this paired t-test demonstrate that in 85 samples out of 100 samples drawn from the same population as this sample, the mean attitude scores for Advil, Bayer and Tylenol would be about what they are here. The results of this test can be projected to the population.
