Regression Estimates
| Model | B | SE B | β | t | p |
|---|---|---|---|---|---|
| Constant | 74.805 | 5.209 | 14.359 | .000 | |
| Heuristic | |||||
| Acknowledge | −3.997 | 2.545 | −.192 | −1.571 | .123 |
| Top | 11.430 | 2.390 | .555 | 4.784 | .000 |
| Know-How | 0.127 | 2.609 | .006 | 0.049 | .961 |
| Breakdown | 2.214 | 2.739 | .105 | 0.808 | .423 |
| Controls | |||||
| Years in advertising | 0.482 | 0.697 | .175 | 0.691 | .493 |
| Years in this agency | −0.239 | 1.117 | −.046 | −0.214 | .831 |
| No. agencies | −1.816 | 1.920 | −.179 | −0.945 | .349 |
| Creative/Planner | 1.283 | 8.294 | .020 | 0.155 | .878 |
Note: The dependent variable was confidence. R2 = .374.