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227
臺大管理論叢
第
28
卷第
1
期
Table 2 Results of Studies 1a, 1b, and 2
Means:
Main Effect
a
Two-way
b
Three-way
c
Positive
Neutral
Negative
Study
9
0
9
0
9
0 F value P value F value P value F value P value
1a
pens
5.54
4.61
4.30
3.61
3.03
3.63
5.56
< .05 6.91
< .01
x
x
batteries
5.47
4.55
4.32
3.72
3.11
3.73
5.43
< .05 6.44
< .01
x
x
notebooks
5.60
4.52
4.18
3.78
2.96
3.74
5.88
< .05 7.28
< .01
x
x
baseball caps
5.43
4.70
4.35
3.65
3.08
3.58
5.22
< .05 6.12
< .01
x
x
1b
5.49 4.45 4.39 3.49 3.07 3.66 9.62 < .01 7.20 < .01
x
x
2-high fluency
5.49 4.21 4.41 3.72 2.95 3.61 26.09 < .01 18.77 < .01 38.61 < .01
2-low fluency
4.86 4.31 4.44 3.99 3.33 3.53 1.09 > 0.1 2.11 > 0.1
a Main Effect: Ending Price
b Two-way: Emotion × Ending Price
c Three-way: Processing fluency × Emotion × Ending Price