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Table 6.2: Descriptive Statistics on Manipulation Check Measures: Ad Recall, Ad Recognition, and Familiarity |
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Table 6.3: Results of Regression Analysis: Product Involvement on Implicit Memory |
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Table 6.4: Mean Proportions of Recognition, Implicit Memory, and Estimated Extent of Preattentive Processing Effect |
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Table 6.5: Results of ANOVA: Ad-Prominence and Ad-Congruency Effects on Preattentive Processing |
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Table 6.6: Results of ANOVA: Control Versus Preattentive Processing Groups on Target Word Completion Rates |
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Table 6.7: Results of ANOVA: Control Versus Preattentive Processing Groups on Attitude Toward the Ad |
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Table 6.8: Results of Exploratory Factor Analysis: Mehrabian and Russell’s (1974) Emotional Response Scales for Preattentive Processing |
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Table 6.9: Results of Regression Analysis: Implicit Memory and Emotional Responses on Attitude Toward the Ad (N = 101) |