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Question
You conduct a factorial research study which has two variables with two aspects of each variable. The variables and their aspects are: gender of spokesperson (male or female) and humor (present or absent). The goal of all four ads is to improve attitudes toward the brand, using the measure "How much do you agree or disagree with the statement: This is a brand for me" as the key measure. A five point-scale was used where higher scores indicate more agreement.The data and F-test results are shown below.
Which of the following is the correct conclusion to draw from this data?
A) When humor is present, the gender of the spokesperson does not affect reactions to the commercial, but when humor is absent, reactions are much more positive when the commercial uses a male versus female spokesperson.
B) A female spokesperson is always more effective versus a male. There is an interaction between factors.
C) When humor is absent, the gender of the spokesperson does not affect reactions to the commercial, but when humor is present, reactions are much more positive when the commercial uses a male versus female spokesperson.
D) A male spokesperson is always more effective versus a female. There is an interaction between factors.
Answer
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