(Use the following information for the next two questions.)
An advertiser has developed a television advertisement designed to create a "feeling of warmth" on the part of viewers since she believes that this will lead to positive attitudes toward the product, and ultimately to increased sales. In order to determine if the ad does produce the desired feelings in viewers, she has devised a three-item scale to measure the warmth construct. After viewing the commercial (independently), Joe had a score of 15 on the warmth scale and Perry had a score of 9.
-Which of the following is NOT a potential source of difference between these scores?
A) true differences with regard to the feeling of warmth created by the ad
B) Perry had a rotten day at work, while Joe had a good day
C) the sampling of items chosen to measure warmth could have contributed to the difference in scores
D) Perry and Joe interpreted one of the questions differently
E) all of the above are potential sources of differences between the scores

Question

Quizplus · Accepted Answer

The options provided all represent potential sources of difference between Joe's and Perry's scores on the warmth scale, including true differences in feelings, personal circumstances affecting their perceptions, the selection of items on the scale, and differences in question interpretation.

(Use the Following Information for the Next Two Questions