Study of recall of TV commercials. Refer to the Journal of Applied Psychology (June 2002) study of recall of television commercials, presented in Exercise 10.33 (p. 495). Participants were assigned to watch one of three types of TV programs, with nine commercials embedded in each show. Group V watched a TV program with a violent-content code rating, Group S viewed a show with a sex-content code rating, and Group N watched a neutral TV program with neither a V nor an S rating. The dependent variable measured for each participant was the score ( y ) on his or her recall of the brand names mentioned in the commercial messages, with scores ranging from 0 (no brands recalled) to 9 (all brands recalled). The data are saved in the TVADRECALL file.

a. Write a model for E ( y ) as a function of viewer group.

b. Fit the model you wrote in part a to the data saved in the TVADRECALL file. Give the least squares prediction equation.

c. Conduct a test of overall model utility at a = .01. Interpret the results. Show that the results agree with the analysis performed in Exercise 10.33.

Exercise 10.33

Study of recall of TV commercials. Do TV shows with violence and sex impair memory for commercials? To answer this question, lowa St. researchers conducted a designed experiment in which 324 adults were randomly assigned to one of three viewer groups of 108 participants each  Journal of Applied Psychology, June 2002). One group watched a TV program with a violent content code (V) rating, the second group viewed a show with a sex content code (S) rating, and the last group watched a neutral TV program with neither a V nor an S rating. Nine commercials were embedded into each TV show. After viewing the program, each participant was scored on his or her recall of the brand names in the commercial messages, with scores ranging from 0 (no brands recalled) to 9 (all brands recalled). The data (simulated from information provided in the article) are saved in the TVADRECALL file. The researchers compared the mean recall scores of the three viewing groups with an analysis of variance for a completely randomized design.

a. Identify the experimental units in the study.

b. Identify the dependent (response) variable in the study.

c. Identify the factor and treatments in the study.

e. An ANOVA on the data in the TVADRECALL file yielded the results shown in the accompanying MINITAB printout. Locate the test statistic and p -value on the printout.

f. Interpret the results from part e, using a = 0.01. What can the researchers conclude about the three groups of TV ad viewers?

 

 

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