4.2 Brand Impression
When considering all 561 participants’ feedback, the synthetic avatar
videos produced equivalent overall brand impression ratings (see Table
3). The scores in each of the three subcategories had differences that
were not statistically significant, with p-values well above the typical
significance threshold. Likewise, the composite brand impression score
was equivalent (3.80 vs 3.76). Across the brand impression ratings, H2
was proven true.