*Nonparametric Tests: Related Samples.

NPTESTS
/RELATED TEST(Short_PurchasingIntention Long_PurchasingIntention) WILCOXON
/MISSING SCOPE=ANALYSIS USERMISSING=EXCLUDE
/CRITERIA ALPHA=0.05 CILEVEL=95.

Nonparametric Tests

Hypothesis Test Summary

a,b
Null Hypothesis Test Sig.
1 The median of differences Related-Samples Wilcoxon .000
between Signed Rank Test
Short_PurchasingIntention and
Long_PurchasingIntention equals
0.

Hypothesis Test Summary

Decision
1 Reject the null hypothesis.

a. The significance level is .050.

b. Asymptotic significance is displayed.

Related-Samples Wilcoxon Signed Rank Test

Short_PurchasingIntention, Long_PurchasingIntention

Related-Samples Wilcoxon Signed Rank

Test Summary
Total N 384
Test Statistic 11286.500
Standard Error 1089.529
Standardized Test Statistic -3.697

Asymptotic Sig.(2-sided .000

test)

Page 1
Categorical Field Information Short_PurchasingIntention
Total N = 384
200

150
Count

100

50

0
1.00 2.00 3.00 4.00

Short_PurchasingIntention
Short_PurchasingIntention field is ordinal but is treated as continuous in …

Page 3
 Categorical Field Information Long_PurchasingIntention
Total N = 384
150

100
Count

50

0
1.00 2.00 3.00 4.00

Long_PurchasingIntention
Long_PurchasingIntention field is ordinal but is treated as continuous in t…

*Nonparametric Tests: Related Samples.

NPTESTS
/RELATED TEST(Short_AdRecall Long_AdRecall) WILCOXON
/MISSING SCOPE=ANALYSIS USERMISSING=EXCLUDE
/CRITERIA ALPHA=0.05 CILEVEL=95.

Nonparametric Tests

Hypothesis Test Summary

Null Hypothesis Test Sig. a,b
1 The median of differences Related-Samples Wilcoxon .000
between Short_AdRecall and Signed Rank Test
Long_AdRecall equals 0.

Page 4
 Hypothesis Test Summary
Decision
1 Reject the null hypothesis.

a. The significance level is .050.

b. Asymptotic significance is displayed.

Related-Samples Wilcoxon Signed Rank Test

Short_AdRecall, Long_AdRecall

Related-Samples Wilcoxon Signed Rank

Test Summary
Total N 384
Test Statistic 6385.500
Standard Error 968.857
Standardized Test Statistic -6.647

Asymptotic Sig.(2-sided .000

test)

Page 5
 Categorical Field Information Short_AdRecall
Total N = 384
150

100
Count

50

0
1.00 1.50 2.00 2.50 3.00 3.50 4.00

Short_AdRecall
Short_AdRecall field is ordinal but is treated as continuous in the test.

Page 7
 Categorical Field Information Long_AdRecall
Total N = 384
150

100
Count

50

0
1.00 1.50 2.00 2.50 3.00 3.50 4.00

Long_AdRecall
Long_AdRecall field is ordinal but is treated as continuous in the test.

*Nonparametric Tests: Related Samples.

NPTESTS
/RELATED TEST(Short_ContentSatisfaction Long_ContentSatisfaction) WILCOXON
/MISSING SCOPE=ANALYSIS USERMISSING=EXCLUDE
/CRITERIA ALPHA=0.05 CILEVEL=95.

Nonparametric Tests

Hypothesis Test Summary

Null Hypothesis Test Sig. a,b
1 The median of differences Related-Samples Wilcoxon .000
between Signed Rank Test
Short_ContentSatisfaction and
Long_ContentSatisfaction equals
0.

Page 8
 Hypothesis Test Summary
Decision
1 Reject the null hypothesis.

a. The significance level is .050.

b. Asymptotic significance is displayed.

Related-Samples Wilcoxon Signed Rank Test

Short_ContentSatisfaction, Long_ContentSatisfaction

Related-Samples Wilcoxon Signed Rank

Test Summary
Total N 384
Test Statistic 23103.500
Standard Error 1228.572
Standardized Test Statistic 4.677

Asymptotic Sig.(2-sided .000

test)

Page 9
 Related-Samples Wilcoxon Signed Rank Test

…
250

200 Number of Ties = 121

Frequency

150

100

50

0
-2.00 .00 2.00 4.00

Long_ContentSatisfaction -
Short_ContentSatisfaction

Page 10
Categorical Field Information Short_ContentSatisfaction
Total N = 384
120

100

80
Count

60

40

20

0
1.00
1.33
1.67
2.00
2.33
2.50
2.67
3.00
3.33
3.50
3.67

Short_ContentSatisfaction 4.00

Short_ContentSatisfaction field is ordinal but is treated as continuous in t…

Page 11
Categorical Field Information Long_ContentSatisfaction
150 Total N = 384

100
Count

50

0
1.00

1.33

1.67

2.00

2.33

2.67

3.00

3.33

3.67

4.00
Long_ContentSatisfaction
Long_ContentSatisfaction field is ordinal but is treated as continuous in t…

Page 12