gender differential paper IJCRB

ijcrb.webs.com
JUNE 2011
INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 3, NO 2
IV. ANALYSES
The data was analysed in three steps. First, exploratory factor analysis, using the Principal
Component Analysis Extraction Method and Varimax Rotation Method with Kaiser
Normalization, was used to determine the factor structure of 25 items related to
advertisement likeness for humorous advertising themes. Second confirmatory factor
analysis using 120 items of Goldberg’s IPIP-NEO using the Principal Component Analysis
Extraction Method and Varimax Rotation Method, was used to confirm that the items loaded
on the respective factors as prescribed by previous studies (Goldberg, 1993). Finally, using
the resulting factors from Goldberg’s personality inventory and advertisement likeness
factors, multiple regression was used to investigate the effects of consumer’s personality on
the likeness of advertisement for humorous advertising themes.
At first step the analyses resulted in a five factor solution, consists of a total of 25 items. All
items related to one advertisement were loaded on one factor (Table 1). These items were
analysed using double qualifying criteria. First, a priori knowledge was used which is
critical for any factor analysis (Byrne, 1998) and based on theoretical underpinning and
empirical research, relations between the observed variables and the underlying factors were
postulated a priori. This a priori knowledge was also supported by the use of the Kaiser
criterion (eigenvalues ≥1) and scree test to determine the number of factors. Secondly, the
factor loading criteria were applied which required that (a) a factor must have at least 2
salient item loadings greater than 0.3, (b) individual items must have at least one factor
loading greater than 0.3 and (c) any item loading on more than one factor when the final
solution is obtained will be placed only in the factor on which it loads most highly. Items
were factor analysed using the principal component analysis method of extraction and
varimax rotation. Overall scores were created by summing item scores creating onedimensional
factors scores, one for each factor. The resulting value was then divided by the
number of items in that factor, making overall scores relative and comparable. Participant’s
potential overall scores on each factor ranged from 1 to 5.The second order factor analysis
was performed and all five factors were loaded on a single factor which shows that
underlying structure of all five factors was measuring a single concept i.e., likeness of
humor.
Using a priori knowledge about Goldberg’s IP-IP inventory, five high order factors i.e.,
Neuroticism, Extraversion, Openness to experience, Agreeableness and Conscientiousness
were factor analysed separately. These factor analyses were performed using 24 items related
to each factor and hence making the five separate analyses for all 120 items in the IP-IP
inventory (Table-2). The second order confirmatory factor analyses were performed and all
30 facets were loaded on Big Five factors as expected (Table 2).
The multiple regression analyses were performed to explore the relationships between
personality factors (as predictor variables) and advertisement likeness for humorous
advertisements variables (as criterion variables). The likeness of humorous advertising
themes as criterion variables were regressed on the Big Five personality dimensions as
predictor variables in stepwise regression analyses. Stepwise multiple regressions was
undertaken in order to obtain the best possible prediction of criterion variable (Table 3).
It shows that personality factor Extraversion predicted likeness for humorous advertising
themes with a β of 0.13 and an adjusted R 2 of 0.56. Thus the proportion of variance in
likeness for humorous advertising themes predicted by the personality factor Extraversion
was 0.56 (56%). Positive Beta values reflect that these two variables are directly correlated
with each other. Multi-colinearity diagnostics were examined and it was revealed that
condition indices in all three analyses were less than 30 and none of the factors have a
variance proportion of .50 or higher on a factor with a high condition index.
COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 633