Two researchers hypothesize "consumers would think that a 'sale price' presentation would generate a greater monetary savings than an 'everyday low price' presentation" (Tom & Ruiz, 1997). In this study, the independent variable is ______.
A) monetary savings
B) consumers
C) "sale price" presentation
D) type of presentation

Question

Quizplus · Accepted Answer

The independent variable in this study is the type of presentation, with two levels: "sale price" presentation and "everyday low price" presentation. The researchers are interested in how this variable affects consumers' perception of monetary savings. The other options (monetary savings and consumers) are not independent variables in this study.

Two Researchers Hypothesize "Consumers Would Think That a 'Sale Price