Behavioral Response to "Old Expectancy Violation School "Classic Film "Millennial Habits" Lover Habits" Habits" Influencers 0.248 -0.166 -0.380 Reflectors -0.307 0.500 -0.119 Changers 0.544 0.147 0.243 Flexibles -0.241 -0.186 0.120 Wilks' Lambda 0.801 0.891 0.952 Chi-square 69.384 36.094 15.354 Sig. <0.001 0.007 0.053 Eigenvalue .112a .069a .050a Canonical Correlation 0.318 0.253 0.219 a. First 3 canonical discriminant functions were used in the analysis. Table 3. CLASSIFICATION RESULTS Predicted Group Membership Observed Group Size Influencers Reflectors Changers Flexibles Influencers 27 66 13 14 12 Reflectors 29 55 8 9 9 Changers 30 62 12 10 10 Flexibles 52 138 28 29 29 Ungrouped cases 5 2 2 0 1 Totals 326 77 83 82 84 Press's [N-(nK)]2 Q = N(K-1) where: N Sample size K Number of groups n number of observations correctly classified N 321 K 4 n 138 Press's 55.41 Q =
Behavioral Response to Expectancy Violation "Old School Habits" "Classic Film Lover Habits" "Millennial Habits" Influencers 0.248 -0.166 -0.380 Reflectors -0.307 0.500 -0.119 Changers 0.544 0.147 0.243 Flexibles -0.241 -0.186 0.120 Wilks' Lambda 0.801 0.891 0.952 Chi-square 69.384 36.094 15.354 Sig. <0.001 0.007 0.053 Eigenvalue .112a .069a .050a Canonical Correlation 0.318 0.253 0.219 a. First 3 canonical discriminant functions were used in the analysis. Table 3. CLASSIFICATION RESULTS Predicted Group Membership Observed Group Size Influencers Reflectors Changers Flexibles Influencers 66 27 13 14 12 Reflectors 55 8 29 9 9 Changers 62 12 10 30 10 Flexibles 138 28 29 29 52 Ungrouped cases 5 2 2 0 1 Totals 326 77 83 82 84 Press's Q = [N-(nK)]2 N(K-1) where: N Sample size K Number of groups n number of observations correctly classified N 321 K 4 n 138 Press's Q = 55.41
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