Say I was interested in how serioulsly people take product reviews. In particular, I was interested in the extent to which the credibility of the reviewer infulences peoples willingness to buy a product. I was also interested in whether the strength of the endorsement affects peoples willingness to buy a product. To examine these questions. I randomly assigned college students ro read a review of a new answering manchine under different conditions. In the low credibility condition, participants were told the review came from a flyer printed by a well-known discount store, whereas in the high credibility condition, participants were told the review came from the magazine Consumer Reports.Each participant then read one of three types of reviews, an unambiguous weak review, an ambiguous review, or an unambiguous strong review. Next, participants were asked to rate their willingness to buy the machine for $40 (high scores reflect greater willingness to buy). On average, participants in the low credibility group who read a weak review rated their willingness to buy a 30 and participants in the high credibility group who read a weak review rated their willingness to buy a 20. Participants reading an ambiguous review who were in the high credibility group reportd an average willingness to buy of 40, while low credibility participants reading an ambiguous review reported an average willingness to buy of 30. Finally on average participants in both low and high credibility groups who read a strong review rated their willingness to buy a 30.
What is/are the IV’s and levels (attributes)?
What is the DV?
Describe the experimental design in words.
Illustrate the results of the study in a matrix diagram.
Oh, Sorry, I am class 8 only!
Refer somebody else.