The purpose of this experiment was to test the influence of mixed reviews appearing as computer-mediated word-of-mouth communication (WOM) on student perceptions of instructors (attractiveness and credibility) and attitudes toward learning course content (affective learning and state motivation). Using the heuristic-systematic processing model, it…

There are advantages to using a priori or planned comparisons rather than omnibus multivariate analysis of variance (MANOVA) tests followed by post hoc or a posteriori testing. A small heuristic data set is used to illustrate these advantages. An omnibus MANOVA test was performed on the data followed by a post hoc test (discriminant analysis). A…

It is argued that, given the importance and the increased use of multivariate techniques such as factor analysis and canonical correlation, students need to be made aware of multivariate methods and the appropriate ways in which they can be applied. As a general linear model that subsumes all other parametric measures, canonical correlation…