In order to examine each hypothesis, the results of the
experiment are analysed using two main procedures. First,
logistic regression is used to test for congruency between
product and promotion types. The dependent variable is the
choice between promotion type (monetary or non-monetary)
and the independent variables are product type (i.e. utilitarian
or hedonic) and the covariates of gender, age and income.
Second, choice shares of promotion types are analysed to
identify any differences in the choices between ethnic groups.
Analysis is undertaken at an ethnic-group level and an
individual level, and across different acculturation groupings