Lee and Choi (2019), Study 2 — LC19

A follow-up of Study 1 aiming to measure the mediating effect of the fluency of the advertisement on product evaluation, depending on the (in)consistency between description and display on product evaluation

Usage

LC19_S2

Format

A data frame with 113 rows and 6 variables:

prodeval: [double] average product evaluation score of three 9 point scales, with very bad to very good, very unfavorable to very favorable and not a useful product to very useful product
fluency: [double] average fluency measuring easy of reading and of understanding, ranging from strongly disagree (1) to strongly agree (7)
familiarity: [integer] Likert scale from 1 to 7 for brand familiarity
consistency: [factor] image-text groups, either consistent or inconsistent
gender: [factor] gender of participant
age: [integer] age of participant

Source

Mendeley, doi:10.17632/r9t7hh7cy3.1 , licensed under CC BY 4.0

References

K. Lee and J. Choi (2019). Image-text inconsistency effect on product evaluation in online retailing, Journal of Retailing and Consumer Services, 49, 279-288, doi:10.1016/j.jretconser.2019.03.015