Results of the one-way ANOVA testing the effects of text-based vs parallax storytelling conditions
| Means (standard deviations) | F | p | ||
|---|---|---|---|---|
| Text-based (n = 129) | Parallax storytelling (n = 137) | |||
| Explicit social sustainability | 74.690 (21.403) | 80.000 (15.858) | 5.327 | 0.022 |
| Implicit social sustainability | 72.890 (18.841) | 75.425 (12.566) | 1.684 | 0.196 |
| Explicit ecological sustainability | 76.389 (20.127) | 80.900 (13.972) | 4.553 | 0.034 |
| Implicit ecological sustainability | 74.548 (17.137) | 79.286 (9.730) | 7.802 | 0.006 |
| Explicit economic sustainability | 52.326 (20.995) | 55.231 (20.287) | 1.318 | 0.252 |
| Implicit economic sustainability | 53.315 (18.960) | 56.865 (19.008) | 2.324 | 0.129 |
| Explicit brand attitude | 61.305 (23.783) | 66.363 (19.871) | 3.558 | 0.060 |
| Implicit brand attitude | 65.454 (22.063) | 73.090 (16.928) | 10.098 | 0.002 |
| Explicit perspicuity | 51.066 (23.812) | 66.362 (20.665) | 31.412 | 0.000 |
| Implicit perspicuity | 52.268 (17.589) | 62.744 (16.310) | 25.406 | 0.000 |
| Explicit efficiency | 65.019 (23.806) | 73.266 (20.320) | 9.270 | 0.003 |
| Implicit efficiency | 63.407 (18.632) | 69.150 (14.780) | 7.805 | 0.006 |
| Explicit dependability | 54.302 (25.386) | 70.183 (21.527) | 30.399 | 0.000 |
| Implicit dependability | 52.844 (18.868) | 64.837 (17.81$) | 28.435 | 0.000 |
| Explicit stimulation | 56.202 (22.242) | 69.936 (18.008) | 30.801 | 0.000 |
| Implicit stimulation | 55.272 (19.243) | 64.333 (15.784) | 17.718 | 0.000 |
| Explicit novelty | 58.592 (23.661) | 71.168 (19.931) | 22.072 | 0.000 |
| Implicit novelty | 57.457 (19.399) | 65.718 (17.396) | 13.401 | 0.000 |
| Explicit attractiveness | 71.667 (20.920) | 80.475 (18.239) | 13.438 | 0.000 |
| Implicit attractiveness | 67.266 (16.929) | 72.473 (13.897) | 7.553 | 0.006 |
| Price premium | 56.008 (27.292) | 61.496 (22.942) | 3.165 | 0.076 |
| Purchase intention | 48.450 (27.064) | 51.460 (25.186) | 0.883 | 0.348 |
| Means (standard deviations) | ||||
|---|---|---|---|---|
| Text-based ( | Parallax storytelling ( | |||
| Explicit social sustainability | 74.690 (21.403) | 80.000 (15.858) | 5.327 | 0.022 |
| Implicit social sustainability | 72.890 (18.841) | 75.425 (12.566) | 1.684 | 0.196 |
| Explicit ecological sustainability | 76.389 (20.127) | 80.900 (13.972) | 4.553 | 0.034 |
| Implicit ecological sustainability | 74.548 (17.137) | 79.286 (9.730) | 7.802 | 0.006 |
| Explicit economic sustainability | 52.326 (20.995) | 55.231 (20.287) | 1.318 | 0.252 |
| Implicit economic sustainability | 53.315 (18.960) | 56.865 (19.008) | 2.324 | 0.129 |
| Explicit brand attitude | 61.305 (23.783) | 66.363 (19.871) | 3.558 | 0.060 |
| Implicit brand attitude | 65.454 (22.063) | 73.090 (16.928) | 10.098 | 0.002 |
| Explicit perspicuity | 51.066 (23.812) | 66.362 (20.665) | 31.412 | 0.000 |
| Implicit perspicuity | 52.268 (17.589) | 62.744 (16.310) | 25.406 | 0.000 |
| Explicit efficiency | 65.019 (23.806) | 73.266 (20.320) | 9.270 | 0.003 |
| Implicit efficiency | 63.407 (18.632) | 69.150 (14.780) | 7.805 | 0.006 |
| Explicit dependability | 54.302 (25.386) | 70.183 (21.527) | 30.399 | 0.000 |
| Implicit dependability | 52.844 (18.868) | 64.837 (17.81$) | 28.435 | 0.000 |
| Explicit stimulation | 56.202 (22.242) | 69.936 (18.008) | 30.801 | 0.000 |
| Implicit stimulation | 55.272 (19.243) | 64.333 (15.784) | 17.718 | 0.000 |
| Explicit novelty | 58.592 (23.661) | 71.168 (19.931) | 22.072 | 0.000 |
| Implicit novelty | 57.457 (19.399) | 65.718 (17.396) | 13.401 | 0.000 |
| Explicit attractiveness | 71.667 (20.920) | 80.475 (18.239) | 13.438 | 0.000 |
| Implicit attractiveness | 67.266 (16.929) | 72.473 (13.897) | 7.553 | 0.006 |
| Price premium | 56.008 (27.292) | 61.496 (22.942) | 3.165 | 0.076 |
| Purchase intention | 48.450 (27.064) | 51.460 (25.186) | 0.883 | 0.348 |
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