A Researcher Is Studying the Effect of Including a Bonus

question 38

Multiple Choice

A researcher is studying the effect of including a bonus product on people's tendency to purchase personal-care items (e.g., shampoo, deodorant, etc.) . The researcher randomly assigns male and female consumers to be asked to buy the product with the bonus or to be asked to buy the product without the bonus. The researcher then calculates the proportion of people in each condition that purchase the product. The dependent variable in this study is:

• A) the proportion of people that purchase the product.
• B) personal care items.
• C) gender.
• D) the presence or absence of a bonus.

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Definitions:

Situational Influences

External circumstances or contexts that affect decisions and behaviors, such as physical environment, social settings, time, mood, and reason for purchase.

Baby Shower

A celebration where expectant parents receive gifts for their forthcoming child, often involving games, food, and socializing.

Situational Influence

Refers to external factors or circumstances that can affect an individual's decision-making process, often in the context of consumer behavior.

Attitude Change

The process by which an individual's general feeling or mindset about an object, person, or issue undergoes a modification.