Hi, I need some help with statistics. I am doing a research for my master thesis in marketing field, in which I am trying to test something new. I want to understand how the visualization of certain responses to facebook complaints affect readers perceptions.

I did a in between groups research, in which I divided respondents (N=707) in seven groups and expose them to different stimuli and later asked them to evaluate their perceptions regarding Negative Word-of-mouth intentions and organizational reputation.

I know the most commonly used significance level is 0,05, but I already saw a study that uses a similar method (not quite the same) that uses 0,1, but doesn't explain why...

Can I consider a 0,1 significance level in my research? I do not understand what is the criteria for choosing the significance level or in which cases is advisable to go for a 0,1 over a 0,05? (most research papers I consulted never explain the rationale for choosing significance)

I am really confused and I would really appreciate an objective answer and potential references that adress this issue.

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