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Correlation analysis Model constructs Brand knowledge, Brand attitude 1 Within construct corr coefficients Across constructs corr coefficients >.650
DC Audio / Correlation analysis 2
DC Audio Visual / Correlation analysis 3
DC Visual / Correlation analysis 4
DS Audio / Correlation analysis 5
DS Audio Visual / Correlation analysis 6
DS visual/ Correlation analysis 7
FE Audio / Corre analysis 8
FE Audio Visual / Corre analysis 9
FE Visual / Correlation analysis 10
MW Audio / Correlation analysis 11
MW Audio Visual / Correlation analysis 12
MW Visual / Correlation analysis 13
OD Audio / Correlation analysis 14
OD Audio Visual / Correlation analysis 15
OD Visual / Correlation analysis 16
Q8 Audio / Correlation analysis 17
Q8 Audio Visual / Correlation analysis 18
Q8 Visual / Correlation analysis 19
Corr across all modalities and brands 20
Regression analyses Model constructs per brand & modality Likeability, Affect, Brand knowledge, Brand attitude, Recognition 1.
Descriptives Model constructs Likeability, Affect, Brand knowledge, Brand attitude, Recognition 1.
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Correlation and Prediction Error The amount of prediction error is associated with the strength of the correlation between X and Y.
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Types of Validity Content Validity Criterion Validity Construct Validity Predictive Validity Concurrent Validity Convergent Validity Discriminant Validity.
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Correlation Indicates the relationship between two dependent variables (x and y) Symbol: r (Pearson correlation coefficient) -1< r < 1.
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Convergent and Discriminant Validity. The Convergent Principle Measures of constructs that are related to each other should be strongly correlated.
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Pnt sqrt(Mw) Mw H Br Br CH379Br CH381Br+ pnt Sqrt(Mw) Coefficient values ± one standard.
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