In a Pepsi Project the Researcher Is Interested in Examining

question 69

Multiple Choice

In a Pepsi project the researcher is interested in examining the effect of humor and the effect of various levels of brand information on advertising effectiveness.Three levels of humor (no humor,some humor,and high humor) are to be examined.Likewise,brand information is to be manipulated at three levels (low,medium,and high) .The resulting table would be three rows (levels of information) by three columns (levels of humor) ,producing nine possible combinations or cells.The respondents would be randomly assigned to one of the nine cells.Respondents in each cell would receive a specific treatment combination.After exposure to a treatment combination,measures would be obtained on attitudes toward Pepsi advertising,brand,and the celebrity from respondents in each cell.To which category of design does this fall into?

• A) statistical regression design
• B) recombinant design
• C) static group design
• D) one-shot case study
• E) factorial design

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Definitions:

Defense Mechanism

Psychological strategies used by individuals unconsciously to protect themselves from anxiety and perceived threats in reality.

Projection

A defense mechanism where unwanted feelings are displaced onto someone else, attributing one's own thoughts and impulses to them.

Seldom Comes

An expression indicating that something rarely happens or is infrequent.

Defense Mechanism

Psychological strategies used unconsciously by individuals to protect themselves from anxiety arising from unacceptable thoughts or feelings.