A social psychologist is interested in how ad types affect desire to purchase different types of products. She asks 20 participants to participate in an experiment where video ads are shown to the participants for either a new car model or a new energy drink. The video ads either highlight that the product promotes a feeling of youthfulness (i.e., young, active people are featured in the ad) or a feeling of attractiveness (i.e., attractive people are featured in the ad). Participants are randomly assigned to view one of the four videos. After viewing the video, each participant is asked to rate his or her desire to purchase the product on a 1 to 7 scale, where higher numbers indicate more desire to buy.
1. What are the independent variables in this experiment? Describe the levels for each independent variable.
2. Based on this design, what is the appropriate statistical test for analysis of the data? What effects are tested in this analysis?
3. For data listed below, conduct the statistical test you described in (b) above. Which effects are significant? Youthfulness Car Ad: 5, 4, 5, 6, 3 Youthfulness Energy Drink Ad: 7, 6, 7, 7, 6 Attractiveness Car Ad: 3, 4, 3, 4, 5 Attractiveness Energy Drink Ad: 5, 6, 6, 5, 6
4. From the outcome of the tests, what can be concluded about the effects of ad type and product type on desire to buy a product?