9.20 Brands and sex-typed portraits: Nivea.

In a study of brand personality, subjects were shown four portraits: a highly feminine female, a less feminine female, a highly masculine male, and a less masculine male. They were then asked to classify brands to one of these four sex-typed portraits.¹⁰ We use two categorical variables to describe the data. Portrait with values Female and Male specifies the sex of the model in the portrait, and Intensity with values High and Low specifies the level of femininity or masculinity. Here are the results for Nivea, one of the brands described as a highly feminine brand.

Analyze these data. Write a short summary of your results that includes appropriate numerical and graphical summaries. Give reasons for your selection of the summaries you use.