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INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS<br />

JUNE 2011<br />

VOL 3, NO 2<br />

Table 1<br />

Factor Analysis: Likeness for humorous advertisements (N=356)<br />

First-Order Factors Second-Order Factor<br />

Advertisement<br />

Ad1 Ad2 Ad3 Ad4 Ad5<br />

likeness<br />

Eigenvalue 6.22 2.95 2.15 1.88 1.64 2.10<br />

Variance explained 31.17 14.76 10.78 9.41 8.23 42.14<br />

M 15.83 14.91 13.96 12.71 15.33 86.33<br />

SD 3.33 3.72 3.99 4.00 3.94 15.31<br />

KMO .86 .71<br />

Cronbach Alpha .88 .65<br />

Items<br />

Factor loading<br />

I laugh a lot on this ad. (Ad1) .89<br />

This ad. is really funny. (Ad1) .87<br />

I will never forget this ad. (Ad1) .84<br />

.59<br />

I like the ad. (Ad1) .80<br />

I laugh a lot on this ad. (Ad2) .87<br />

This ad. is really funny. (Ad2) .86<br />

.69<br />

I like the ad. (Ad2) .83<br />

I will never forget this ad. (Ad2) .79<br />

This ad. is really funny. (Ad3) .87<br />

I laugh a lot on this ad. (Ad3) .87<br />

.66<br />

I will never forget this ad. (Ad3) .79<br />

I like the ad. (Ad3) .79<br />

This ad. is really funny. (Ad4) .86<br />

.53<br />

I laugh a lot on this ad. (Ad4) .85<br />

I like the ad. (Ad4) .80<br />

I will never forget this ad. (Ad4) .78<br />

I laugh a lot on this ad. (Ad5) .83<br />

This ad. is really funny. (Ad5) .82<br />

.73<br />

I like the ad. (Ad5) .79<br />

I will never forget this ad. (Ad5) .69<br />

Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization.<br />

COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 634

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