Table 2 ANOVA results for brand variables by risk avoidance and gender
From: Brand relationships and risk: influence of risk avoidance and gender on brand consumption
Scale | Â | Mean Square | F-value | p-value |
|---|---|---|---|---|
Brand trust | ||||
Risk avoidance | Â | 596.71 | 8.78 | 0.003 |
 High | M = 44.14 (SD = 7.98) |  |  |  |
 Low | M = 41.17 (SD = 8.56) |  |  |  |
Gender | Â | 103.24 | 1.52 | 0.219 |
 Women | M = 42.25 (SD = 8.44) |  |  |  |
 Men | M = 43.47 (SD = 8.27) |  |  |  |
Brand credibility | ||||
Risk avoidance | Â | 214.14 | 5.97 | 0.015 |
 High | M = 33.80 (SD = 5.58) |  |  |  |
 Low | M = 32.13 (SD = 6.48) |  |  |  |
Gender | Â | 133.13 | 3.77 | 0.055 |
 Women | M = 32.43 (SD = 5.92) |  |  |  |
 Men | M = 33.95 (SD = 6.27) |  |  |  |
Brand loyalty | ||||
Risk avoidance | Â | 1042.71 | 22.51 | 0.000 |
 High | M = 15.83 (SD = 7.12) |  |  |  |
 Low | M = 11.34 (SD = 6.39) |  |  |  |
Gender | Â | 2.06 | 0.045 | 0.833 |
 Women | M = 13.68 (SD = 6.95) |  |  |  |
 Men | M = 13.57 (SD = 7.47) |  |  |  |
Brand choice overload | ||||
Risk avoidance | Â | 1179.35 | 35.38 | 0.000 |
 High | M = 17.99 (SD = 6.07) |  |  |  |
 Low | M = 13.40 (SD = 5.45) |  |  |  |
Gender | Â | 3.76 | 0.11 | 0.737 |
 Women | M = 15.77 (SD = 6.06) |  |  |  |
 Men | M = 15.71 (SD = 6.47) |  |  |  |