TABLE 6.

Kano Classifications and CCA Results

	Individuals Classifying Attribute as A/O/M/I/R/Q Type, %						Resulting Classification			Estimated Binary Truth Value	CCA Item Truth	Item Difficulty
Attribute	A	O	M	I	R	Q	Original	Revised	CCA	Estimated Binary Truth Value	CCA Item Truth	Item Difficulty
A1 video	31	6	4	38^{^a}	11	11	I	I	I	0	0.02	0.74
A2 cartoon	13	1	8	42^{^a}	28	8	I	I	I	0	0.00	0.30
A3 short duration	6	2	12	52^{^a}	22	5	I	I	I	0	0.00	0.24
A4 text	24	20	26^{^a}	25	3	0	M	M	M	1	1.00	0.42
A5 resource information	29^{^a}	21	18	29	1	1	A	A	A	1	1.00	0.48
A6 key message summaries	22	23	20	33^{^a}	1	1	I^{^b}	O^{^b}	O^{^b}	1	1.00	0.53
B1 shareability	27	20	17	30^{^a}	5	2	I^{^b}	A^{^b}	A^{^b}	1	1.00	0.59
B2 trusted messenger	11	12	27	36^{^a}	4	10	I^{^b}	M^{^b}	M^{^b}	1	0.69	0.88
B3 location	29	13	9	31^{^a}	2	16	I^{^b}	A^{^b}	I^{^b}	1	0.45	0.88
B4R company	23	9	7	38^{^a}	10	13	I	I	I	0	0.01	0.72
B5 national logo	19	40^{^a}	19	20	1	0	O	O	O	1	1.00	0.25
B6 international logo	18	24	22	34^{^a}	1	1	I^{^b}	O^{^b}	O^{^b}	1	1.00	0.54
C1 fact-based	10	57^{^a}	22	11	0	0	O	O	O	1	1.00	0.09
C2 story-based	13	30^{^a}	29	26	1	1	O	O	O	1	1.00	0.40

Abbreviations: A, attractive; CCA, cultural consensus analysis; I, indifferent; M, must-be; O, one-dimensional; Q, questionable; R, reverse.
↵a Represents the modal classification.
↵b Instances where classification varied between different classification approaches.