As expected, the number of subjects in each decision-making process
group was not equal. Out of the 216 participants, 85 decided not to consult the recommendation, 49
decided to consult and follow the recommendation, and 82 decided to consult but not to follow the
product recommendation. Following Keppel (1991), observations were randomly discarded in order to
have 49 participants in each group and perform a MANOVA without risking violations of the normality
and homogeneity of variance assumptions. Thus, the final sample size to test all hypotheses was 147
subjects. Table 1 provides the descriptive statistics. Results of the MANOVA suggest that there is not
interaction between the decision-making process and product type. However, a main effect of the
decision-making process on clickstream variables was observed.