You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below. $$\begin{array} { l c }
\hline \text { Measure: Ratings of Personal Relevance } & \text { Average Rating } \
\hline \text { Spokesperson } & \
~~\text { Male ("Logo" and "Guitars" combined) } & 2.3 \
~~\text { Female ("Trial" and "Text" combined) } & 3.7 \
\text { Humor } & \
~~\text { Present ("Logo" and "Trial" combined) } & 3.7 \
~~\text { Absent " "Guitars" and "Text" combined) } & 2.3 \
\text { Individual Ads } & \
~~\text { "Logo" } & 3.0 \
~~\text { "Trial" } & 4.4 \
~~\text { "Guitars" } & 1.6 \
~~\text { "Text" } & 3.0 \
\hline
\end{array}$$
$$\begin{array} { l c c }
\hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \
\hline \text { Gender (Alone) } & 18.23 & .001 \
\text { Humor (Alone) } & 17.81 & .001 \
\text { Spokesperson } \times \text { Humor Interaction } & 6.02 & .43 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?
A)A female spokesperson is always more effective versus a male; the presence or absence of humor does not make a difference.
B)A male spokesperson is always more effective versus a female; the presence or absence of humor does not make a difference.
C)A female spokesperson is always more effective versus a male; the presence of humor results in more effective commercials versus those where humor is absent.
D)A male spokesperson is always more effective versus a female; the presence of humor results in more effective commercials versus those where humor is absent.

Question

You conduct a factorial research study which has two variables with two aspects of each variable.The variables and their aspects are: gender of spokesperson (male or female)and humor (present or absent).The goal of all four ads is to improve attitudes toward the brand,using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure.A five point-scale was used where higher scores indicate more agreement.
The findings and F-test results are shown below. $$\begin{array} { l c } 
\hline \text { Measure: Ratings of Personal Relevance } & \text { Average Rating } \
\hline \text { Spokesperson } & \
~~\text { Male ("Logo" and "Guitars" combined) } & 2.3 \
~~\text { Female ("Trial" and "Text" combined) } & 3.7 \
\text { Humor } & \
~~\text { Present ("Logo" and "Trial" combined) } & 3.7 \
~~\text { Absent " "Guitars" and "Text" combined) } & 2.3 \
\text { Individual Ads } & \
~~\text { "Logo" } & 3.0 \
~~\text { "Trial" } & 4.4 \
~~\text { "Guitars" } & 1.6 \
~~\text { "Text" } & 3.0 \
\hline
\end{array}$$
$$\begin{array} { l c c } 
\hline \text { Factors Evaluated } & \text { F } & \text { Level of Significance } ( { \alpha } ) \
\hline \text { Gender (Alone) } & 18.23 & .001 \
\text { Humor (Alone) } & 17.81 & .001 \
\text { Spokesperson } \times \text { Humor Interaction } & 6.02 & .43 \
\hline
\end{array}$$
Which of the following is the correct conclusion to draw from this data?
A)A female spokesperson is always more effective versus a male; the presence or absence of humor does not make a difference.
B)A male spokesperson is always more effective versus a female; the presence or absence of humor does not make a difference.
C)A female spokesperson is always more effective versus a male; the presence of humor results in more effective commercials versus those where humor is absent.
D)A male spokesperson is always more effective versus a female; the presence of humor results in more effective commercials versus those where humor is absent.

Quizplus · Accepted Answer

The data shows that ads with a female spokesperson (average rating 3.7) and ads with humor present (average rating 3.7) both received higher ratings of personal relevance compared to their counterparts. The significant F values for gender and humor indicate these factors independently affect attitudes toward the brand. The interaction between spokesperson gender and humor was not significant (p = .43), suggesting the effects of gender and humor on ad effectiveness are additive rather than interactive.

You Conduct a Factorial Research Study Which Has Two Variables