A marketing researcher wants to test whether people are likely to buy a new video game. She asks participants to play the game for 20 minutes and then report the amount of money they would be willing to pay for an app of the game. Which source of reactivity should she be most concerned with?
A) novelty effects
B) evaluation apprehension
C) history effects
D) volunteer bias

Question

Quizplus · Accepted Answer

The researcher should be most concerned with novelty effects, as participants may report higher willingness to pay simply because the game is new and exciting to them. This may not accurately reflect how much they would actually be willing to pay after the novelty wears off.

A Marketing Researcher Wants to Test Whether People Are Likely