Descriptives

Notes
Output Created 15-JAN-2021 20:38:33
Comments
Input Active Dataset DataSet17
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data 101
File
Missing Value Handling Definition of Missing User defined missing values
are treated as missing.
Cases Used All non-missing data are
used.
Syntax DESCRIPTIVES
VARIABLES=Iconsiderthisbra
ndlogotobepleasant

Iconsiderthisbrandlogotobedi
stinctivedifferent
Iconsiderthisbrandlogotobeof
highquality
Ilikethisbrandlogo
Iconsiderthisbrandlogotobeint
eresting
/STATISTICS=MEAN
STDDEV MIN MAX.
Resources Processor Time 00:00:00.00
Elapsed Time 00:00:00.00

[DataSet17]
 Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
I consider this brand logo to 101 1 5 2.53 1.323
be pleasant.
I consider this brand logo to 101 1 5 2.73 1.341
be distinctive/different.
I consider this brand logo to 101 1 5 2.64 1.285
be of high quality.
I like this brand logo. 101 1 5 2.63 1.263
I consider this brand logo to 101 1 5 2.86 1.249
be interesting.
Valid N (listwise) 101

Frequencies

Notes
Output Created 15-JAN-2021 20:45:02
Comments
Input Active Dataset DataSet17
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working Data 101
File
Missing Value Handling Definition of Missing User-defined missing values
are treated as missing.
Cases Used Statistics are based on all
cases with valid data.
Syntax FREQUENCIES
VARIABLES=Gender
Areyoucolorblind
Ilikethisbrandlogo

Ifthislogowasapersonhowwou
ldyoudescribeit_A
Iconsiderthisbrandlogotobeof
highquality

Iconsiderthisbrandlogotobedi
stinctivedifferent
Ifthislogowasapersonhowwou
ldyoudescribeit V8

Ifthislogowasapersonhowwou
ldyoudescribeit_B
Ifthislogowasapersonhowwou
ldyoudescribeit_C

Iconsiderthisbrandlogotobeint
eresting
Iconsiderthisbrandlogotobepl
easant
/ORDER=ANALYSIS.
Resources Processor Time 00:00:00.02
Elapsed Time 00:00:00.02

Statistics

If this logo was a I consider this If this logo was a If this logo was a If this logo was a

person, how I consider this brand logo to be person, how person, how person, how I consider this I consider this

Are you I like this brand would you brand logo to be distinctive/differe would you would you would you brand logo to be brand logo to be

Gender colorblind? logo. describe it? of high quality. nt. describe it? V8 describe it? describe it? interesting. pleasant.

N Valid 101 101 101 101 101 101 101 101 101 101 101 101

Missing 0 0 0 0 0 0 0 0 0 0 0 0
Frequency Table

Gender
Cumulative
Frequency Percent Valid Percent Percent
Valid 2 2.0 2.0 2.0
Female 48 47.5 47.5 49.5
Male 51 50.5 50.5 100.0
Total 101 100.0 100.0

Are you colorblind?

Cumulative
Frequency Percent Valid Percent Percent
Valid No 79 78.2 78.2 78.2
Yes 22 21.8 21.8 100.0
Total 101 100.0 100.0

I like this brand logo.

Cumulative
Frequency Percent Valid Percent Percent
Valid 1 25 24.8 24.8 24.8
2 21 20.8 20.8 45.5
3 30 29.7 29.7 75.2
4 16 15.8 15.8 91.1
5 9 8.9 8.9 100.0
Total 101 100.0 100.0

If this logo was a person, how would you describe it?

Cumulative
Frequency Percent Valid Percent Percent
Valid Adventurous 8 7.9 7.9 7.9
Adventurous, Brave 1 1.0 1.0 8.9
Adventurous, Brave, Daring, 1 1.0 1.0 9.9
Dominant, Sturdy/ Strong,
Expresses tender feelings,
Graceful, Sensitive, Sweet,
Tender
Adventurous, Brave, Daring, 1 1.0 1.0 10.9
Sturdy/ Strong
Adventurous, Brave, 1 1.0 1.0 11.9
Dominant
Adventurous, Brave, 1 1.0 1.0 12.9
Dominant, Sturdy/ Strong
Adventurous, Brave, Sturdy/ 1 1.0 1.0 13.9
Strong
Adventurous, Daring, 1 1.0 1.0 14.9
Dominant, Expresses tender
feelings, Graceful, Sweet,
Tender
Adventurous, Daring, 1 1.0 1.0 15.8
Sturdy/ Strong, Expresses
tender feelings
Adventurous, Daring, 1 1.0 1.0 16.8
Sturdy/ Strong, Graceful,
Sweet
Adventurous, Dominant 1 1.0 1.0 17.8
Adventurous, Dominant, 1 1.0 1.0 18.8
Expresses tender feelings,
Sweet
Adventurous, Dominant, 1 1.0 1.0 19.8
Graceful, Tender
Adventurous, Dominant, 1 1.0 1.0 20.8
Sturdy/ Strong, Graceful,
Sweet
Adventurous, Dominant, 1 1.0 1.0 21.8
Sturdy/ Strong, Graceful,
Tender
Brave 10 9.9 9.9 31.7
Brave, Daring 4 4.0 4.0 35.6
Brave, Daring, Dominant, 1 1.0 1.0 36.6
Sturdy/ Strong
 Brave, Daring, Sturdy/ 1 1.0 1.0 37.6
Strong
Brave, Dominant 1 1.0 1.0 38.6
Brave, Dominant, Expresses 1 1.0 1.0 39.6
tender feelings, Sensitive,
Sweet
Brave, Dominant, Graceful, 1 1.0 1.0 40.6
Sensitive
Brave, Sturdy/ Strong 1 1.0 1.0 41.6
Brave, Tender 1 1.0 1.0 42.6
Daring 11 10.9 10.9 53.5
Daring, Dominant 1 1.0 1.0 54.5
Daring, Dominant, Graceful, 1 1.0 1.0 55.4
Sensitive, Sweet
Daring, Dominant, Sturdy/ 1 1.0 1.0 56.4
Strong
Daring, Sturdy/ Strong, 1 1.0 1.0 57.4
Graceful
Dominant 12 11.9 11.9 69.3
Dominant, Graceful 1 1.0 1.0 70.3
Dominant, Sturdy/ Strong 3 3.0 3.0 73.3
Dominant, Sturdy/ Strong, 1 1.0 1.0 74.3
Graceful, Sweet, Tender
Expresses tender feelings 3 3.0 3.0 77.2
Expresses tender feelings, 1 1.0 1.0 78.2
Sweet
Graceful 10 9.9 9.9 88.1
Sensitive 1 1.0 1.0 89.1
Sturdy/ Strong 9 8.9 8.9 98.0
Sweet 1 1.0 1.0 99.0
Tender 1 1.0 1.0 100.0
Total 101 100.0 100.0

I consider this brand logo to be of high quality.

Cumulative
Frequency Percent Valid Percent Percent
Valid 1 23 22.8 22.8 22.8
 2 27 26.7 26.7 49.5
3 25 24.8 24.8 74.3
4 15 14.9 14.9 89.1
5 11 10.9 10.9 100.0
Total 101 100.0 100.0

I consider this brand logo to be distinctive/different.

Cumulative
Frequency Percent Valid Percent Percent
Valid 1 21 20.8 20.8 20.8
2 28 27.7 27.7 48.5
3 25 24.8 24.8 73.3
4 11 10.9 10.9 84.2
5 16 15.8 15.8 100.0
Total 101 100.0 100.0

If this logo was a person, how would you describe it?

Cumulative
Frequency Percent Valid Percent Percent
Valid Adventurous 6 5.9 5.9 5.9
Adventurous, Brave, Daring, 1 1.0 1.0 6.9
Dominant, Sturdy/ Strong,
Expresses tender feelings,
Graceful, Sensitive, Sweet,
Tender
Adventurous, Daring, 1 1.0 1.0 7.9
Dominant, Expresses tender
feelings, Sensitive, Sweet
Adventurous, Daring, 1 1.0 1.0 8.9
Dominant, Sturdy/ Strong,
Graceful
Adventurous, Daring, 1 1.0 1.0 9.9
Expresses tender feelings,
Sweet
Adventurous, Dominant, 1 1.0 1.0 10.9
Expresses tender feelings,
Sensitive
Adventurous, Dominant, 1 1.0 1.0 11.9
Sturdy/ Strong, Expresses
tender feelings, Sensitive
Adventurous, Expresses 1 1.0 1.0 12.9
tender feelings, Sensitive,
Tender
Adventurous, Sensitive, 1 1.0 1.0 13.9
Sweet
Adventurous, Sturdy/ 1 1.0 1.0 14.9
Strong, Graceful, Sweet
Adventurous, Tender 3 3.0 3.0 17.8
Brave 3 3.0 3.0 20.8
Brave, Daring, Sturdy/ 1 1.0 1.0 21.8
Strong, Expresses tender
feelings, Sensitive, Tender
Brave, Dominant 1 1.0 1.0 22.8
Brave, Dominant, Expresses 1 1.0 1.0 23.8
tender feelings, Graceful,
Sweet
Brave, Expresses tender 1 1.0 1.0 24.8
feelings, Graceful, Sensitive,
Sweet
Daring 3 3.0 3.0 27.7
Daring, Expresses tender 1 1.0 1.0 28.7
feelings, Sensitive, Tender
Daring, Sensitive 1 1.0 1.0 29.7
Dominant 5 5.0 5.0 34.7
Dominant, Expresses tender 1 1.0 1.0 35.6
feelings, Graceful, Sensitive,
Sweet, Tender
Dominant, Graceful 2 2.0 2.0 37.6
Dominant, Sturdy/ Strong, 1 1.0 1.0 38.6
Expresses tender feelings,
Graceful, Sensitive, Sweet
Expresses tender feelings 13 12.9 12.9 51.5
 Expresses tender feelings, 1 1.0 1.0 52.5
Graceful, Sensitive, Tender
Expresses tender feelings, 1 1.0 1.0 53.5
Sweet
Graceful 10 9.9 9.9 63.4
Graceful, Sensitive 2 2.0 2.0 65.3
Sensitive 14 13.9 13.9 79.2
Sensitive, Sweet 5 5.0 5.0 84.2
Sensitive, Sweet, Tender 1 1.0 1.0 85.1
Sturdy/ Strong 2 2.0 2.0 87.1
Sturdy/ Strong, Expresses 1 1.0 1.0 88.1
tender feelings
Sturdy/ Strong, Expresses 1 1.0 1.0 89.1
tender feelings, Graceful
Sturdy/ Strong, Expresses 1 1.0 1.0 90.1
tender feelings, Graceful,
Sensitive, Sweet, Tender
Sturdy/ Strong, Sensitive 1 1.0 1.0 91.1
Sturdy/ Strong, Sweet 1 1.0 1.0 92.1
Sweet 6 5.9 5.9 98.0
Sweet, Tender 1 1.0 1.0 99.0
Tender 1 1.0 1.0 100.0
Total 101 100.0 100.0

V8
Cumulative
Frequency Percent Valid Percent Percent
Valid 69 68.3 68.3 68.3
Option 1 32 31.7 31.7 100.0
Total 101 100.0 100.0

If this logo was a person, how would you describe it?

Cumulative
Frequency Percent Valid Percent Percent
Valid Adventurous 19 18.8 18.8 18.8
Adventurous, Brave 3 3.0 3.0 21.8
Adventurous, Brave, Daring, 1 1.0 1.0 22.8
Dominant, Sturdy/ Strong
Adventurous, Brave, Daring, 1 1.0 1.0 23.8
Dominant, Sturdy/ Strong,
Expresses tender feelings,
Graceful, Sensitive, Sweet,
Tender
Adventurous, Brave, Daring, 1 1.0 1.0 24.8
Dominant, Sturdy/ Strong,
Graceful
Adventurous, Brave, 1 1.0 1.0 25.7
Dominant
Adventurous, Daring 2 2.0 2.0 27.7
Adventurous, Daring, 1 1.0 1.0 28.7
Dominant, Sturdy/ Strong,
Graceful
Adventurous, Daring, 1 1.0 1.0 29.7
Expresses tender feelings,
Graceful
Adventurous, Daring, 1 1.0 1.0 30.7
Sturdy/ Strong
Adventurous, Daring, 1 1.0 1.0 31.7
Sturdy/ Strong, Expresses
tender feelings, Sensitive,
Sweet
Adventurous, Daring, 2 2.0 2.0 33.7
Sturdy/ Strong, Graceful
Adventurous, Daring, 1 1.0 1.0 34.7
Sturdy/ Strong, Graceful,
Sweet
Adventurous, Dominant, 1 1.0 1.0 35.6
Expresses tender feelings,
Sensitive, Tender
Adventurous, Expresses 1 1.0 1.0 36.6
tender feelings, Graceful,
Sweet
Adventurous, Graceful 1 1.0 1.0 37.6
Brave 15 14.9 14.9 52.5
 Brave, Daring 2 2.0 2.0 54.5
Brave, Dominant 2 2.0 2.0 56.4
Brave, Graceful 1 1.0 1.0 57.4
Brave, Sturdy/ Strong, 1 1.0 1.0 58.4
Expresses tender feelings
Daring 7 6.9 6.9 65.3
Daring, Dominant, Graceful, 1 1.0 1.0 66.3
Sweet
Daring, Dominant, Sturdy/ 1 1.0 1.0 67.3
Strong
Daring, Expresses tender 1 1.0 1.0 68.3
feelings, Sensitive
Daring, Sturdy/ Strong 1 1.0 1.0 69.3
Dominant 6 5.9 5.9 75.2
Dominant, Graceful 1 1.0 1.0 76.2
Dominant, Sturdy/ Strong, 1 1.0 1.0 77.2
Expresses tender feelings,
Sensitive, Tender
Dominant, Sturdy/ Strong, 1 1.0 1.0 78.2
Sensitive
Expresses tender feelings 2 2.0 2.0 80.2
Graceful 8 7.9 7.9 88.1
Sturdy/ Strong 7 6.9 6.9 95.0
Sturdy/ Strong, Sensitive 1 1.0 1.0 96.0
Sturdy/ Strong, Sensitive, 1 1.0 1.0 97.0
Sweet
Sweet 1 1.0 1.0 98.0
Tender 2 2.0 2.0 100.0
Total 101 100.0 100.0

If this logo was a person, how would you describe it?

Cumulative
Frequency Percent Valid Percent Percent
Valid Adventurous 11 10.9 10.9 10.9
Adventurous, Brave, Daring, 1 1.0 1.0 11.9
Dominant, Sturdy/ Strong,
Expresses tender feelings,
Graceful, Sensitive, Sweet,
Tender
Adventurous, Brave, Daring, 1 1.0 1.0 12.9
Dominant, Sturdy/ Strong,
Graceful
Adventurous, Brave, 1 1.0 1.0 13.9
Expresses tender feelings,
Graceful, Sensitive, Sweet
Adventurous, Daring, 1 1.0 1.0 14.9
Dominant, Expresses tender
feelings, Sensitive, Sweet
Adventurous, Daring, 1 1.0 1.0 15.8
Graceful, Sweet
Adventurous, Dominant, 1 1.0 1.0 16.8
Expresses tender feelings,
Graceful, Sensitive, Sweet,
Tender
Adventurous, Dominant, 1 1.0 1.0 17.8
Expresses tender feelings,
Sensitive, Tender
Adventurous, Dominant, 1 1.0 1.0 18.8
Graceful, Sweet
Adventurous, Expresses 1 1.0 1.0 19.8
tender feelings
Adventurous, Sensitive 1 1.0 1.0 20.8
Adventurous, Sturdy/ 1 1.0 1.0 21.8
Strong, Expresses tender
feelings
Adventurous, Sturdy/ 1 1.0 1.0 22.8
Strong, Graceful, Sweet
Adventurous, Tender 1 1.0 1.0 23.8
Brave 6 5.9 5.9 29.7
Brave, Dominant, Expresses 1 1.0 1.0 30.7
tender feelings, Graceful,
Sweet
Brave, Dominant, Sturdy/ 1 1.0 1.0 31.7
Strong, Graceful, Sweet
Daring 5 5.0 5.0 36.6
Daring, Graceful, Sensitive, 1 1.0 1.0 37.6
Sweet
Daring, Sweet 1 1.0 1.0 38.6
Dominant 2 2.0 2.0 40.6
Dominant, Sturdy/ Strong 1 1.0 1.0 41.6
Expresses tender feelings 6 5.9 5.9 47.5
Expresses tender feelings, 1 1.0 1.0 48.5
Graceful
Expresses tender feelings, 1 1.0 1.0 49.5
Graceful, Sensitive, Sweet
Expresses tender feelings, 1 1.0 1.0 50.5
Graceful, Sensitive, Sweet,
Tender
Expresses tender feelings, 1 1.0 1.0 51.5
Sweet
Expresses tender feelings, 1 1.0 1.0 52.5
Tender
Graceful 7 6.9 6.9 59.4
Graceful, Sensitive 2 2.0 2.0 61.4
Graceful, Sensitive, Sweet 2 2.0 2.0 63.4
Graceful, Sensitive, Sweet, 1 1.0 1.0 64.4
Tender
Sensitive 12 11.9 11.9 76.2
Sensitive, Sweet 2 2.0 2.0 78.2
Sturdy/ Strong 3 3.0 3.0 81.2
Sturdy/ Strong, Expresses 1 1.0 1.0 82.2
tender feelings, Sensitive
Sturdy/ Strong, Sensitive, 1 1.0 1.0 83.2
Tender
Sweet 13 12.9 12.9 96.0
Sweet, Tender 2 2.0 2.0 98.0
Tender 2 2.0 2.0 100.0
Total 101 100.0 100.0
 I consider this brand logo to be interesting.
Cumulative
Frequency Percent Valid Percent Percent
Valid 1 15 14.9 14.9 14.9
2 29 28.7 28.7 43.6
3 24 23.8 23.8 67.3
4 21 20.8 20.8 88.1
5 12 11.9 11.9 100.0
Total 101 100.0 100.0

I consider this brand logo to be pleasant.

Cumulative
Frequency Percent Valid Percent Percent
Valid 1 27 26.7 26.7 26.7
2 30 29.7 29.7 56.4
3 18 17.8 17.8 74.3
4 15 14.9 14.9 89.1
5 11 10.9 10.9 100.0
Total 101 100.0 100.0
\

The data were analyzed with the statistical software IBM SPSS together with the module AMOS
Graphics, a visual program for structural equation modeling (SEM), a statistical methodology
that takes a confirmatory (i.e., hypothesis testing) approach to the analysis of a structural theory
regarding a given phenomenon (Byrne 2010). A maximum likelihood estimation method was
used. Before testing the hypothetical model, some preliminary procedures were performed. First,
each stimulus was classified according to its naturalness and color. As logo naturalness and color
are dichotomous variables, they were coded as dummy . Next, as the hypothetical model under
analysis includes, not only manifest variables (as naturalness and color), but also latent variables,
the psychometric quality of the multi-item scales used to measure those latent variables were
previously assessed. For that, we run exploratory factor analysis (EFA) with oblique rotation in
SPSS and confirmatory factor analysis (CFA) in AMOS. Based on the results of this analysis,
some slight changes were implemented in order to improve the quality of the measurement
model.