Objective measures of emotion related to brand attitude: a new way to quantify emotion-related aspects relevant to marketing.

PLoS One · 2011 · PMC3206826 · PMID 22073192

Europe PMC DOI

hedged sentences

0.0600

closest p · 1.2× alpha

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boldest claim

The sentences

almost significantp = .060so close (0.05 < p ≤ 0.1)

Repeated measures ANOVA revealed an almost significant condition main effect (F = 3.970, p = .060, η 2 = .166).

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a strong trendno p-value reported

Heart rate We found a strong trend towards a significantly reduced heart rate associated with visual presentations of liked brand names (mean = 73.97 bpm, SD = 8.08) compared to disliked brand names (mean = 75.16 bpm, SD = 9.17).

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