Parameter Estimates From Mixed Model Predicting Advertising Effectiveness Measures (STUDY 3)
| Attitude Toward Ad | Purchase Intent | recall | ||||
|---|---|---|---|---|---|---|
| Parameter | Estimate | t-statistic | Estimate | t-statistic | Estimate | t-statistic |
| Intercept | 2 79*** | 23.68 | 5.93*** | 12.95 | 1.59*** | 3.55 |
| Ad A | 0.098 | 0.82 | 0.427 | 0.88 | 0 | |
| Ad B | 0.089 | 0.74 | 1.89*** | 3.90 | 1.891*** | 3.40 |
| Ad C | −0.138 | −1.15 | 0.013 | 0.03 | 0.566 | 1.57 |
| Ad D | 0 | 0 | 1.044* | 2.535 | ||
| Home | −0.496*** | −3.58 | −1.16* | −2.13 | 0 | |
| Soap opera | 0 | 0 | −0.132 | −0.42 | ||
| Program Engagement | 0.070*** | 4.63 | 0.224*** | 3.93 | 0.031 | 0.611 |