Fig 1.
Brand Discrimination for the Market Leader brand and its two competitors, Study 1 A.
Note: Standard error bars are shown for each mean.
Table 1.
Means and Standard Deviations for the Brand Discrimination measure for the Market Leader and Competitor brands, Study 1B.
Fig 2.
Brand Discrimination for the Market Leader brand and its two competitors for Non-Users and Users of the Market Leader Brand, Study 1 B.
Note: Standard error bars are shown for each mean.
Fig 3.
Brand Discrimination scores for Vittel and Evian as function of the Experimental Condition, Study 2.
Note: Standard error bars are shown for each mean.
Table 2.
Test-retest Correlations, Means and Standard Deviations for the Brand Discrimination Scores for the two testing sessions, Study 3.
Table 3.
Correlations among Brand Choice and the Relative Brand Variables, Study 4.
Table 4.
Logistic Regression Analysis Predicting Brand Choice, Study 4.
Table 5.
Correlations among Lottery Ticket Allocation (Brand Choice) and the Relative Brand Variables, Study 5.
Table 6.
Linear Regression Analysis Predicting Lottery Ticket Allocation (Brand Choice), Study 5.