I’m reading a research paper and the author prepared two print-advertisements of jam, one with an old lady (Ad1) the other one with an exotic lady (Ad2). Both print-advertisements (Testanzeige) have the same written information.
Hypothesis: With the increase of the need for variation (CSI), the Advertisement Attitude to the print Advertisement, in which the product was exotic presented, would increase too.
After a factor analysis the Advertisement Attitude was divided into two factors: amusement (Unterhaltungswert on the left column) and credibility (Glaubwuerdigkeit on the right column).
Based on this table, the author wrote:
The hypothesis, that the need for variation (CSI) has a moderation effect on the Advertisement Attitude Is rejected for the factor amusement Is supported for the factor credibility
So I assume I should watch $0.82$ and $0.121*$
What I cannot understand:
1.The original hypothesis is about the print advertisement which was exotic presented, but the table presents the total results, it that possible I can somehow tell from the results of the interaction that this is indeed for the the Ad2? (Absolute no information about that in the study)
2.The original hypothesis is about the impact of CSI on Ad Attitude, shouldn’t I watch the results from CSI $(-0.072, -0.064)$? I assume I should watch the results of the interaction because CSI is moderator?
3 How should I interprete the first row: Testanzeigen (Print AdvertisementS) $(,093* -,028)$ ? The scores from the objects' attitude to BOTH advertisements?