Table 1
Analysis of Variance Results on Advertising Recognition, Deceptiveness, Irritation, Attitudes toward the Advertisement, and Click Intention
| Recognition | Deceptiveness | Irritation | Attitudes toward the Advertisement | Click Intention | |||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Variable | df | F |  | F |  | F |  | F |  | F |  |
| Format similarity | 1 | 0.89 | 0.00 | 5.98* | 0.02 | 2.57 | 0.01 | 1.11 | 0.00 | 1.25 | 0.00 |
| Format novelty | 1 | 35.26*** | 0.10 | 0.99 | 0.00 | 6.44* | 0.02 | 0.03 | 0.00 | 4.89* | 0.02 |
| Similarity × Novelty | 1 | 0.13 | 0.00 | 1.85 | 0.01 | 6.83** | 0.02 | 1.62 | 0.01 | 0.30 | 0.00 |
| Error | 307 | ||||||||||
Note: *p < .05. **p < .01. ***p < .001.