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.