15.27 More on acceptance of functional foods.
Refer to Exercise 15.24. The means for four of the response variables associated with functional foods are as follows.
| General attitude | Product benefits | |||||
| Culture | Culture | |||||
| Gender | Canada | United States |
France | Canada | United States |
France |
| Female | 4.93 | 4.69 | 4.10 | 4.59 | 4.37 | 3.91 |
| Male | 4.50 | 4.43 | 4.02 | 4.20 | 4.09 | 3.87 |
| Credibility of information | Purchase intention | |||||
| Culture | Culture | |||||
| Gender | Canada | United States |
France | Canada | United States |
France |
| Female | 4.54 | 4.50 | 3.76 | 4.29 | 4.39 | 3.30 |
| Male | 4.23 | 3.99 | 3.83 | 4.11 | 3.86 | 3.41 |
For each of the four response variables, give a graphical summary of the means. Use this summary to discuss any interactions that are evident. Write a short report summarizing any differences in culture and gender with respect to the response variables measured.
15.27
For general attitude, there may be a slight interaction effect. Differences in gender are largest for Canada, then the United States, and smallest for France, with females higher than males in all cases. Additionally, Canada attitudes are generally the highest, followed by the United States, with France having the worst attitudes among the three.
For product benefits, there may be a slight interaction effect. Differences in gender are largest for Canada, then the United States, and very little for France, with females higher than males in all cases. Additionally, Canada benefit scores are generally the highest, followed by the United States, with France having the lowest scores among the three.
For credibility of information, there seems to be an interaction effect. Differences in gender are largest for the United States, then Canada, with females higher in both, but in France, males had a slightly higher score for credibility than females. Additionally, Canada credibility scores are generally the highest, followed by the United States, with France having the lowest scores among the three.
For purchase intention, there seems to be a small interaction effect. Differences in gender are largest for the United States with females higher, and for Canada and France, there are small differences between genders. Canada and the United States seem to have much higher purchase intent scores than France.