Table 4 Percentages and speed in...

Table 4

Percentages and speed in classification of central and peripheral features of consumer brand relationships in Study 4 (N = 196)

	Central features		Peripheral features		Control words
Analysis	M	SD	M	SD	M	SD
% of yes responses	89.44	12.88	72.86	18.95	5.74	14.89
Response speed (ms)	1,145.92	279.87	1,265.50	275.90	1,719.81	576.72
Response speed (log10)	0.052	0.109	0.083	0.105	0.210	0.152

	Central features		Peripheral features		Control words
Analysis	M	SD	M	SD	M	SD
% of yes responses	89.44	12.88	72.86	18.95	5.74	14.89
Response speed (ms)	1,145.92	279.87	1,265.50	275.90	1,719.81	576.72
Response speed (log10)	0.052	0.109	0.083	0.105	0.210	0.152

Notes:

Ms and SDs of the response speed (in ms) and the response speed after logarithmic transformation (log10) are based only on the yes responses. Differences between the mean scores of central features, peripheral features and control words are all statistically significant for both the percentages of features categorized as consumer brand relationship, the response speed (in ms) and the response speed after logarithmic transformation (log10)

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