Norway Brand Statistical Summary and Data Analysis Chapter

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Sustainability

Perceptions of sustainability improved slightly in the experimental group, however this change was not significant and the null hypothesis is not rejected (p=.32). The flag exposure did not improve perceptions of sustainability to a noteworthy degree.

Traditionality

Once more, there was statistically significant change -- and once more, it was so significant that the null hypothesis would be almost certainly rejected (p-value is effectively 0) -- but that this change was again in the wrong direction. Flag perception (or possibly the confounding variable of healthy eating desires, though that seems far less likely for this item) is correlated with a significant decrease in perceptions of traditionality, not an increase as predicted in the alternative hypothesis.

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The null hypothesis remains in place, therefore.

Conclusion

With one confounding variable between the groups, the examination of the given experimental variable (i.e. The inclusion of the flag on the product image) and its effect on perceptions yields very useful results. These results do not support any of the given hypotheses, however, and in fact show the exact opposite reaction of the hypothesized reactions when statistically significant changes are noted. These differences are themselves relatively few, as well, and further research….....

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