I have a 2x2 between design. Participants were randomly assigned to one of four conditions in a 2 (webcare strategy: accommodative vs. defensive) x 2 (prior failure experience: no incidents vs. multiple incidents) between-subjects design with brand loyalty (cognition, affection, conative) as the dependent variable and webcare strategies as an independent.
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Stimuli 1 ACC - MUL
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Stimuli 2 ACC - NO
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Stimuli 3 DEF - MUL
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Stimuli 4 DEF - NO
I have 3 manipulation questions to check if the participants understood the manipulation of the independent variable the moderator.
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Has the brand apologized and offered compensation? yes/no
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Has the brand denied responsibility or made excuses to distance itself from the problems? yes/no
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Did the consumer say that they have experienced multiple previous incidents with the brand? yes/no
I tried to run a t-test or ANOVA since I also create 2 groups with the multiple vs no failure experience. But I don't get it.. After a few days of struggling, I really hope somebody could help me!
Greets from the Netherlands :(
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mint NL
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