The effect of advertising appeals discussion

Anonymous
timer Asked: Mar 8th, 2019
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Question Description

1. Explain Experimental Effects

Suppose you wanted to study the effect of advertising appeals (individualistic vs. collectivistic) on purchase intentions and reveal how the effect may differ between two different cultures: U.S. and China. One hundred U.S. consumers were recruited and randomly assigned to view an ad with either individualistic or collectivistic appeals. The same procedure was performed among 100 Chinese consumers, too. After the subjects were exposed to the assigned advertising appeals, they were asked to rate “how likely they would purchase the product in thead?” on a 10-point scale, with “1” being “not likely” and “10” being “very likely.” The average ofpurchase intention scores for each condition was reported in the table below.

  1. What is the experimental or independent variable?
  2. The cultural variable (U.S. vs. China) is considered as a _______ variable. (
  3. What is the dependent variable?
  4. Is there a main effect? If yes, describe at least one
  5. Is there an interaction effect? If yes, describe it.
  6. What’s the purpose of random assignment in this experiment? Be specific

Tutor Answer

TutorLarra
School: Purdue University

Attached.

Running Head: MARKETING ASSIGNMENT

MARKETING ASSIGNMENT
Name
Course
University

1

BUS 138 Marketing Research

Dr. Zhang 2

Individual Project Assignment 3 (IPA 3): Ch 9 Experiments
Instructions: This assignment is for students whose last names end with M-Z ONLY.
1. Explain Experimental Effects (4 points)
Experimental effects are the effect of the dependent variable being tested on the
independent variable. There are two types of experimental effects: main effect and interactive
effect. The main effect refers to dependent variable differences between different levels of an
independent variable. Interaction effects refer to the dependent variable differences due to a
combination of two or more factors (independent variables).

Suppose you wanted to study the effect of advertising appeals (individualistic vs.
collectivistic) on purchase intentions and reveal how the effect may differ between two different
cultures: U.S. and China. One hundred U.S. consumers were recruited and randomly assigned to
view an ad with either individualistic or collectivistic appeals. The same procedure was
performed among 1...

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Review

Anonymous
Good stuff. Would use again.

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