I have a very simple model where I measure the effect of tone of voice on purchase intention, moderated by brand alignment. I have a 2x2 between subjects model, with tone of voice levels being informal vs formal, and brand alignment levels being warm vs competent.
When I run a two-way anova, I see that the main effect for tone of voice is not significant. However when I run it in a one way ANOVA, this effect is significant. Can someone explain why this is, and if i were to report the one way anova would this be incorrect?
for bachelors thesis
Hi Isabel
On 2x2 between subject model One way ANOVA is to be applied twice for both IVs separately. If you have moderating variable kindly use ANCOVA.
Specific design of experiment that you have chosen at the time of planning your study to meet your objectives of study is final.Analysis will be based on that only and hence the inference.Probably,it will be unwise to deviate from original plan.
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