This document analyzes 4 Yoplait yogurt ads that spent $25 million on advertising. A survey found that the ads were most appealing to white females ages 35-49 who frequently consume yogurt. Multivariate analysis identified 6 consumer clusters - cluster 4, who liked all ads, was the largest group and most likely to purchase yogurt. The analysis recommends targeting both females and males by featuring male endorsements to expand the health yogurt trend. It concludes the $25 million was worthwhile and the 4 ads should be launched.

1. Yoplait Yogurt Analysis
ACTEL AGENCY
ELSA HUANG | HILL JIRADNUNYKUL | LAVINIA WANG | JULIET LIU

2. • Introduction
• Survey Review
• Multivariate Analysis Findings
• Recommendation
• Q & A
• Appendix
Agenda

3. INTRODUCTION
Weight is a growing problem in US
• Nearly three-quarters of American men
and more than 60% of women are
obese or overweight.
• Nearly 30% of boys and girls under age
20 are either obese or overweight, up
from 19% in 1980.
Excess body weight increases a person’s risk for:
• Heart disease
• Diabetes
• High blood pressure
• Certain cancer
• And more. . .

4. Back to 2009
Health-concerned Campaign of Yoplait
• Promoting fitness
- Promoting active lifestyles
• Promoting healthy eating habits
- Trimming obesity rates in African-American
and Hispanic communities
• Supporting breast cancer research
- Save Lids to Save Lives

5. Healthy eating trend
Consumers are ready to pay
• Consumes are ready to pay more for products that claim to boost
health and weight loss.
• All demographics—from Generation Z to Baby Boomers.
• Any products either reduce disease and/or promote good health also
are desirable.

6. Yoplait is looking healthier
YOPLAIT LIGHT
• Contains only 14 grams of sugar.
• Yoplait’s Light version replaces some of the sugar with
aspartame, of which many nutritionists are extremely
wary.

7. 4 YOPLAIT LIGHT ADS
By Spending $25 Million Dollars
With more than 30 flavors, these 4 ads are trying to convince the
audiences that the various tasty yogurts are healthy.
Are these 4 ads worth for $25M spending?
Should these ads be aired?

8. Analysis Objective
Study by using different techniques
• Determine the ads performance and consumer attitudes toward the ads
• Present multivariate techniques to interpret insight from 4 ads analysis
• Apply the cluster finding to figure out Yoplait’s target market
Q. Which group of consumer is the real consumers of Yoplait Light?
A S S U M P T I O N :
W i t h a p a s t e l c o l o r o f Yo p l a i t p r o d u c t i m a g e , w e t h i n k t h e p r o d u c t
i s p e r f e c t l y f i t w i t h t h e w o m e n a s t h e i r h e a l t h y s n a c k .

9. Analysis Methodology
Explore the 4 ads investment value by using the following
multivariate techniques:
• Principal Component Analysis
• Multiple Regression Analysis
• Cluster Analysis
• Multiple Discriminant Analysis
• Correspondence Analysis

10. SURVEY REVIEW
- Dem o grap h ic an d B eh avior -

11. Survey Review
O v e r 8 0 % o f r e s p o n d e n t s a r e fe m a l e , w h i t e , o v e r 3 5 y e a r s o l d
a n d c o n s u m i n g y o g u r t f r e q u e n t l y
0 500 1000 1500 2000 2500 3000 3500
"Under 18"
"18 - 24"
"25-34"
"35-49"
"50-54"
"over 55"
Age Dispersion
0
100
200
300
400
500
600
Daily A few times a
week
A few times a
month
Less than once
a month
Never
Yogurt Consumption Frequency
Gender
Female
Male
82.5%
Ethnicity
African-American or Black
Asian-American
Caucasian or White
Hispanic
Native American
Other (please specify):
87.4%

12. 4 Yoplait Yogurt ads
- Attitu d e toward th e Ad s -

13. Females like ads
3 5 a n d o l d e r l i ke
a d s m o r e t h a n
y o u n g e r
c o n s u m e rs e xc e p t
S i m m o n s a d
Yo g u r t b u y e r s
f i n d a d s m o r e
a p p e a l i n g t h a n
n o n - y o g u r t b u y e r s
Attitude towards 4 ad

14. Multivariate Analysis
- MT M Evalu ation Us in g PCA -
- Regres s ion An alys is -
- Clu ster An alys is -
- Mu ltip le Dis crimin ant An alys is -
- Correspondence Analysis -
- Target Market An alys is -

15. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Simmons
Begs
Women
Not To Eat
Boston
Cream Pie
Yoplait(Simmons) Affect Traces for Top and Bottom Deciles During Conclusion
(Principal Component 1 Moment 16–31)
Richard
Simmon
s
Appears
Product
Shot
and
Brand
Claims

16. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles During Setup
(Principal Component 3 Moment 5–11)
Woman
Boasting
About Her
Diet
Featuring
Apple
Turnovers

17. Yoplait(Seamstress) Affect Traces for Top and Bottom Deciles During Development
(Principal Component 2 Moment 8–17)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Women
Discusses
Aspects of Her
Diet and
Argues With
Seamstress
About Taking
Clothes In or
Out
Women
Poses
Displayin
g Her
Thin
Body

18. Yoplait(Knitter) Affect Traces for Top and Bottom Deciles During Setup
(Principal Component 2 Moment 1–6)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
“You Can
Always
Try
Yoplait
Light…”
“…Things
I Cannot
Have on
My Diet”

19. Demographics
• Across all four ads, gender is
the only variable that
impacts the performance of
the ad.
• Female are more likely to
give positive feedback while
male give negative feedback
on advertisements.
Ad Component
• Across all four ads,
development and
conclusion/brand recall part
of an ad impact the overall
retrospective evaluations of
an ad.
Gender, Development & Conclusion/Brand
Recall of ads Matters from Regression

20. Critical Moments
I mp actfu l moments in each ad is wh en th e ch aracters mention
ab ou t h ealth is s u es
s74-s75
“You could try
Yoplait Light.”
s19-s24
Simmons begs women
not to eat Boston cream
pie.
s37-s40
Woman Boasting About
Her Diet Featuring Apple
Turnovers

21. The Pattern of Retrospective Responses for Consumer
Segmentation Based upon Cluster Analysis Shows Clear
Differences between the 6 Clusters
0
1
2
3
4
5
6
7
8
9
10
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49 52 55 58 61 64 67 70 73 76 79 82 85 88 91 94 97 100103106
LevelofAppeal
Moment of Advertisement
Attitudes towards the 4 Yoplait Ads
Hierarchical 1
Hierarchical 2
Hierarchical 3
Hierarchical 4
Hierarchical 5
Hierarchical 6
Seamstress Knitter
Cluster 1 Love
Kitchen &
Seamstress n=78
Cluster 2 Bored with
Simmons & Kitchen
n=203
Cluster 3 Ads lover,
but not the short
one n=358
Cluster 4 Love them
all n=374
Cluster 5 Neutral
n=362
Cluster 6 Simmons
Fans n=312
Cluster 4 likes all
ads and has the
largest number of
consumers.
Simmons Kitchen

22. There is a Strong Relationship Between the 6 Clusters and
Post Purchasing Consideration
Cluster 1-Love Kitchen and
Seamstress
Cluster 2-Bored with Simmons
& Kitchen
Cluster 3-Ads lover but not
the short one
Cluster 4- Love them all
Cluster 5-Neutral
Cluster 6-Simmons fans
Cluster composition was
profiled based on participants’
demographical information
and their responses to other
questions
Though cluster 3 is not that
into the Knitter ad, they still
might be persuaded to
purchase after seeing this ad.
Cluster 4 is the most likely to
purchase Yoplait after
watching the 4 ads among the
6 clusters

23. 6 Clusters with Demographic and Frequency Consumption
Through all analysis, we find that the cluster 4 is a good choice to be targeted. They
have high tolerance and acceptance to all ads and easier to be persuaded by
different types of ads.
Through their demographic features, most of them are white female 35-49, and they
consume yogurt everyday. These features matched what we expected: female with
older age might be more concern about health conditions, and their high frequency of
consumption could be a positive side to Yoplait.

24. • Catch overall liking from yogurt consumers.
Help building positive attitudes of Yoplait
Short, but the moment of “You Can Always Try Yoplait
Light…” is impactful to Ad appeal.
Catch the positive attitudes among yogurt consumers age
below 35.
Perfectly fit with our target consumers (female age 35-49 )
Impact to purchase consideration
Reach the objective
Yes, 4 ads should be launched.

25. YOPLAIT's Target Consumer
With a pastel color palette, Yoplait has been set to be
a product mainly for women.
2008
- Female 3 5 -4 9
- Cau casian /
wh ite
- Health -
con sc iou s
con su mers
Q. Which group of consumer is the real consumers of Yoplait Light?

26. Recommendation
Target Consumers Expansion
4
4.5
5
5.5
6
6.5
7
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31
LevelofAppeal
Kitchen Ad Moment-to-Moment Affect Trace
Female
Male
STRATEGY :
Expand eating yogurt trend among male using male endorsement.
The part of the husband is the funny site of the commercial to make
not only women but also men to pay attention to their product.

27. 2015 YOPLAIT CAMPAIGN
Yop lait Con n ects with Men T h rou gh # Man ofYogu rt Camp aign
2 0 1 5
P r o m o t e Yo p l a i t a s a m a n ’s i d e a l s n a c k

28. Questions

30. Appendix

31. Female have higher scores than male
(females like ads)
4
4.5
5
5.5
6
6.5
7
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31
LevelofAppeal
Simmons Ad Moment-to-Moment Affect Trace
Female
Male
4
4.5
5
5.5
6
6.5
7
1 3 5 7 9 1113151719212325272931
LevelofAppeal
Kitchen Ad Moment-to-Moment Affect Trace
Female
Male
4
4.5
5
5.5
6
6.5
7
1 3 5 7 9 11 13 15 1719 2123 25 2729 31
LevelofAppeal
Seamstress Ad Moment-to-Moment Affect Trace
Female
Male
4
4.5
5
5.5
6
6.5
7
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
LevelofAppeal
Knitter Ad Moment-to-Moment Affect Trace
Female
Male

32. 35 and older like ads more except Simmons ad
5
5.5
6
6.5
7
1 2 3 4 5 6 7 8 9 101112131415
LevelofAppeal
Knitter Ad Moment-to-Moment Affect Trace
Below 35
35 and
older
5
5.5
6
6.5
7
1 3 5 7 9 1113151719212325272931
LevelofAppeal
Kitchen Ad Moment-to-Moment Affect Trace
Below 35
35 and
older
5
5.5
6
6.5
7
1 3 5 7 9 1113151719212325272931
LevelofAppeal
Seamstress Ad Moment-to-Moment Affect Trace
Below 35
35 and
older
5
5.5
6
6.5
7
1 3 5 7 9 1113151719212325272931
LevelofAppeal
Simmons Ad Moment-to-Moment Affect Trace
Below 35
35 and
older

33. Yogurt buyers find ads more appealing than
non-yogurt buyers.
4
4.5
5
5.5
6
6.5
7
1 3 5 7 9 1113151719212325272931
LevelofAppeal
Simmons Ad Moment-to-Moment Affect Trace
Yogurt
buyer
Non-
yogurt
buyer
4
4.5
5
5.5
6
6.5
7
1 3 5 7 9 1113151719212325272931
LevelofAppeal
Kitchen Ad Moment-to-Moment Affect Trace
Yogurt
buyer
Non-
yogurt
buyer
4
4.5
5
5.5
6
6.5
7
1 2 3 4 5 6 7 8 9 101112131415
LevelofAppeal
Knitter Ad Moment-to-Moment Affect Trace
Yogurt
buyer
Non-
yogurt
buyer
4
4.5
5
5.5
6
6.5
7
1 3 5 7 9 1113151719212325272931
LevelofAppeal
Seamstress Ad Moment-to-Moment Affect Trace
Yogurt
buyer
Non-
yogurt
buyer

34. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait(Simmons) Affect Traces for Top and Bottom
Deciles During Setup
(Principal Component 3 Moment 1–5)
Two Women Grocery
Shopping Together
and Talking

35. Yoplait(Simmons) Affect Traces for Top and Bottom
Deciles During Development
(Principal Component 2 Moment 6–15)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Women
Discuss the
Specific
Foods They
Crave

36. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Simmons
Begs
Women
Not To Eat
Boston
Cream Pie
Yoplait(Simmons) Affect Traces for Top and Bottom
Deciles During Conclusion
(Principal Component 1 Moment 16–31)
Richard
Simmon
s
Appears
Product
Shot
and
Brand
Claims

37. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles
During Setup
(Principal Component 3 Moment 5–11)
Woman
Boasting
About Her
Diet
Featuring
Apple
Turnovers

38. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles
During Development
(Principal Component 2 Moment 12–22)
Husband
Rummages
Through
Fridge
Looking
For Boston
Cream Pie,
Key Lime Pie
and Other
Goodies
Mentioned

39. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait(Kitchen) Affect Traces for Top and Bottom Deciles
During Conclusion
(Principal Component 1 Moment 23–31)
Brand Claims
and “Babe
What Are You
Doing?”
Punch Line

40. Yoplait(Knitter) Affect Traces for Top and Bottom Deciles
During Setup
(Principal Component 2 Moment 1–6)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
“You Can
Always
Try
Yoplait
Light…”
“…Things
I Cannot
Have on
My Diet”

41. 0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Fat Guy in Sports
Jersey Says,
“Honey, This is
Kind of Hot.”
Brand
Claims:
28 Ways
to Watch
Your
Weight
With
Yoplait
Light
Yoplait(Knitter) Affect Traces for Top and Bottom Deciles
During Conclusion
(Principal Component 1 Moment 7–15)
Beginning of
Testimonial –
“There are
Plenty of
Flavors…

42. Yoplait(Seamstress) Affect Traces for Top and Bottom
Deciles During Setup
(Principal Component 3 Moment 1–7)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Woman
Asks to
Take
Her
Clothes
In
Woman Comes
Into Seamstress
and Asks Her To
Take Her
Clothes In.

43. Yoplait(Seamstress) Affect Traces for Top and Bottom Deciles
During Development
(Principal Component 2 Moment 8–17)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Women
Discusses
Aspects of Her
Diet and
Argues With
Seamstress
About Taking
Clothes In or
Out
Women
Poses
Displayin
g Her
Thin
Body

44. Yoplait(Seamstress) Affect Traces for Top and Bottom Deciles
During Conclusion
(Principal Component 1 Moment 18–31)
0
2
4
6
8
10
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
LevelofAppeal
Moment of Advertisement
middle 10%
bottom 10%
top 10%
Yoplait
Product
Shot
Brand Claims and
Punch Line – “I
Was Just Outside
and Then I Came
In”

45. Pro fi l ing The C l uste r So l uti o n& C l uste r C o mpo si ti on
Cluster Composition: Age, Gender and Ethnicity
• Most of the consumers are between 25-49
• Most of the consumers are female and Caucasian or White

46. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Simmons) Ad with
Principal Component Score
Dependent Variable =
Estimated Coefficients of Consumers' Principal
Component Scores
F Value
Adjusted R-
Squared
Set-up Development
Conclusion and
Brand Claims
Gave me a more positive attitude
towards product, Interesting,
Engaging, Said something
important, For someone like me,
Told me something new, Eye-
catching, Funny, Unique,
Memorable
-0.064 0.140 0.490 201.168 0.263
Insults me intelligence, Offesive,
Annoying, Boring, Confusing
0.054 0.011 -0.380 96.864 0.146
Brand Recall 0.084 -0.129 -0.345 93.204 0.141
Ad appeal -0.089 0.05 0.655 440.879 0.439
Likelihood to Purchase Poduct -0.053 0.078 0.474 171.491 0.233
Note: Number marked red means the variable is not statistically significant

47. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Kitchen) Ad with Principal
Component Score
Dependent Variable =
Estimated Coefficients of Consumers' Principal
Component Scores
F Value
Adjusted R-
Squared
Set-up Development
Conclusion and
Brand Claims
Interesting, Eye-catching, Unique,
Engaging, Memorable, Gave me a
more positive attitude towards
product, Said something
important, For someone like me,
Told me something new, Funny
0.186 0.267 0.363 175.371 0.237
Insults me intelligence, Offesive,
Annoying, Boring, Confusing
-0.085 -0.227 -0.248 76.816 0.119
Brand Recall -0.140 -0.195 -0.293 94.204 0.142
Ad appeal 0.173 0.342 0.442 291.962 0.341
Likelihood to Purchase Poduct 0.167 0.203 0.331 122.119 0.177

48. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Seamstress) Ad with
Principal Component Score
Dependent Variable =
Estimated Coefficients of Consumers' Principal
Component Scores
F Value
Adjusted R-
Squared
Set-up Development
Conclusion and
Brand Claims
Interesting, Eye-catching, Unique,
Engaging, Memorable, Gave me a
more positive attitude towards
product, Said something
important, For someone like me,
Funny
0.026 0.119 0.168 25.2 0.041
Insults me intelligence, Offesive,
Annoying, Confusing
-0.013 -0.088 -0.116 12.283 0.020
Serious 0.071 0.020 0.109 9.871 0.016
Brand Recall -0.056 -0.090 -0.187 27.153 0.044
Ad appeal 0.036 0.106 0.201 31.344 0.051
Likelihood to Purchase Poduct 0.047 0.107 0.166 24.141 0.040
Note: Number marked red means the variable is not statistically significant

49. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Knitter) Ad with Principal
Component Score
Note: Number marked red means the variable is not statistically significant
Dependent Variable =
Estimated Coefficients of
Consumers' Principal Component
Scores F Value
Adjusted R-
Squared
Set-up
Conclusion and
Brand Claims
Interesting, Eye-catching, Unique,
Engaging, Memorable, Gave me a more
positive attitude towards product, Said
something important, For someone like
me, Told me something new, Funny
0.021 0.256 59.772 0.065
Insults me intelligence, Offesive,
Annoying, Boring, Confusing
0.014 -0.165 23.832 0.026
Brand Recall -0.011 -0.204 36.624 0.04
Ad appeal 0.022 0.275 69.683 0.075
Likelihood to Purchase Poduct 0.002 0.211 39.169 0.043

50. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Simmons) Ad with
Principal Component Score
Independent Variable
Dependent Variable = Conclusion Dependent Variable = Development Dependent Variable = Set-up
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjuste
d R-
Square
d
Gender 0.119 4.922
9.41E-
07
0.014 0.072 2.954 0.0031 0.005 -0.029 -1.195 NS 0.000
Age -0.055 -2.281 0.023 0.002 0.006 0.230 NS -0.001 0.048 1.975 0.048 0.002
Ethnicity -0.055 -2.27 0.023 0.002 0.017 0.71 NS 0.000 -0.01 -0.424 NS 0.000
Income -0.077 -3.177 0.002 0.005 -0.016 -0.654 NS 0.000 0.023 0.934 0.350 0.000
Gender is coded: Men = 1, Women = -1
Ethnicity is coded: White = 1, Minority = -1

51. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Kitchen) Ad with Principal
Component Score
Independent Variable
Dependent Variable = Conclusion Dependent Variable = Development Dependent Variable = Set-up
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjuste
d R-
Square
d
Gender -0.011 -0.433 NS 0.000 -0.026 -1.051 NS 0.000 0.000 -0.015 NS -0.001
Age -0.076 -3.141 0.002 0.005 0.046 1.884 NS 0.002 -0.003 -0.113 NS -0.001
Ethnicity 0.013 0.546 NS 0.000 0.019 0.789 NS 0.000 -0.021 -0.843 NS 0.000
Income 0.014 0.564 NS 0.000 0.031 1.283 NS 0.000 -0.001 -0.028 NS -0.001
Gender is coded: Men = 1, Women = -1
Ethnicity is coded: White = 1, Minority = -1

52. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Seamstress) Ad with
Principal Component Score
Independent Variable
Dependent Variable = Conclusion Dependent Variable = Development Dependent Variable = Set-up
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjusted
R-
Squared
Standardi
zed
Coefficien
t
t Sig
Adjuste
d R-
Square
d
Gender -0.054 -2.206
2.80E-
02
0.002 -0.066 -2.718 0.007 0.004 -0.054 -2.206 0.028 0.002
Age -0.004 -0.172 NS -0.001 0.017 0.679 NS 0.000 0.076 3.132 0.002 0.005
Ethnicity 0.015 0.617 NS 0.000 0.005 0.202 NS -0.001 -0.007 -0.307 NS -0.001
Income -0.050 -2.042 0.041 0.002 -0.056 -2.313 0.021 0.003 0 -0.017 NS -0.001
Gender is coded: Men = 1, Women = -1
Ethnicity is coded: White = 1, Minority = -1

53. Summary Regressions Explaining Retrospective
Evaluations of Yoplait(Knitter) Ad with Principal
Component Score
Independent Variable
Dependent Variable = Conclusion Dependent Variable = Set-up
Standardized
Coefficient
t Sig
Adjusted R-
Squared
Standardized
Coefficient
t Sig
Adjusted
R-Squared
Gender -0.08 -3.361 1.00E-03 0.006 -0.02 -0.836 NS 0.000
Age 0.007 0.307 NS -0.001 0.096 3.951 0.000 0.009
Ethnicity -0.021 -0.842 NS 0.000 -0.018 -0.739 NS 0.000
Income -0.026 -1.082 NS 0.000 0.011 0.465 NS 0.000
Gender is coded: Men = 1, Women = -1
Ethnicity is coded: White = 1, Minority = -1