1. Suppose that you are interested in developing a scale for consumers choice of brands. You have identified two reasons for their choice:

   Reason 1: Cognitive evaluations of the brand

   Reason 2: Emotional reactions toward the brand

   Answer the next two questions based on this table

   Which one of the following statements is not true according to this table?

   	A.	There are two factors that measure consumers choice of brands
   	B.	You have used 8 items to measure consumers choice of brands
   	C.	The table is a cluster analysis output
   	D.	All of the above
   	E.	None of the above

According to the table above, which one of the following options correctly identifies the factors?

1. 	A.	Items 1, 2, 6, and 8 load on Factor 2
   	B.	Items 1, 2, 6, and 8 load on Factor 1
   	C.	Items 3, 4, 5, and 7 load on Factor 2
   	D.	Items 3, 4, 5, and 7 load on Factor 1
   	E.	B and C