The results from the hierarchical clustering procedure were used as cluster seeds in the non hierarchical clustering. Table 7 shows the results from the K-means clustering. Bold numbers denote the highest scores on each design element
while underlined numbers represent the lowest.
Since data were standardized (with a mean of 0 and a standard deviation of 1), negative signs mean that the contained values of the objects contained in the cluster are below average while positive signs denote the opposite.