Table 5 Significance of the factors Toy, TV, advertising and their interactions after adjustment for several potential confounding factors

Base

53.92 (28.93)

0.285

−11.19 (28.93)

18.08 (28.93)

6.46 (28.93)

−0.74 (28.93)

0.665

−38.03 (40.92)

−78.37 (40.92)

−55.22 (40.92)

−28.67 (40.92)

0.393

Base + M1

54.30 (28.29)

0.482

−0.73 (28.32)

24.05 (28.79)

10.00 (27.93)

−10.29 (28.24)

0.694

−51.16 (40.29)

−87.80 (40.79)

−73.77 (40.46)

−17..12 (40.09)

0.159

Base + M1 + M2

17.56 (39.07)

0.799

−36.47 (37.79)

−20.97 (39.91)

−1.26 (36.52)

−35.87 (38.30)

0.340

−25.68 (53.42)

−41.31 (59.13)

−44.22 (54.65)

42.55 (54.48)

0.486

Base + M1 + M2 + BA

17.48 (39.19)

0.497

−37.16 (37.92)

−20.99 (39.97)

−1.45 (36.58)

−36.17 (38.37)

0.342

24.49 (53.65)

−40.91 (59.24)

−43.91 (54.74)

42.43 (54.57)

0.497

Base + M1 + M2 + BA + M3

14.99 (38.99)

0.456

−40.26 (37.87)

−16.37 (39.89)

−5.55 (36.63)

−37.20 (38.29)

0.339

−23.34 (53.52)

−48.51 (59.12)

−44.89 (54.57)

44.70 (54.38)

0.428

Base + M1 + M2 + BA + M3 + M4

5.51 (39.81)

0.460

−43.57 (39.28)

−14.29 (40.77)

−14.05 (37.46)

−42.52 (40.29)

0.346

−13.68 (54.87)

−39.93 (60.39)

−33.77 (55.68)

47.78 (56.61)

0.932