In Exercises 1 and 2, we see the number of advertised brand names people recalled immediately after watching TV shows and 24 hours later. Strangely enough, it appears that they remembered more about the ads the next day. Should we conclude this is true in general about people s memory of TV ads?
a) Suppose one analyst conducts a two-sample hypothesis test to see if memory of brands advertised during violent TV shows is higher 24 hours later. The P-value of his test is 0.00013. What might he conclude?
b) Explain why his procedure was inappropriate. Which of the assumptions for inference was violated?
c) How might the design of this experiment have tainted the results?
d) Suggest a design that could compare immediate brand-name recall with recall one day later.
Exercise 1:
Sex and violence II. In the study described in Exercise 2, the researchers also contacted the subjects again, 24 hours later, and asked them to recall the brands advertised. Results are summarized below.
a) Is there a significant difference in viewers abilities to remember brands advertised in shows with violent vs. neutral content?
b) Find a 95% confidence interval for the difference in mean number of brand names remembered between the groups watching shows with sexual content and those watching neutral shows. Interpret your interval in this context.
Exercise 2:
Sex and violence. In June 2002, the Journal of Applied Psychology reported on a study that examined whether the content of TV shows influenced the ability of viewers to recall brand names of items featured in the commercials. The researchers randomly assigned volunteers to watch one of three programs, each containing the same nine commercials. One of the programs had violent content, another sexual content, and the third neutral content. After the shows ended, the subjects were asked to recall the brands of products that were advertised. Results are summarized in the next column.
a) Do these results indicate that viewer memory for ads may differ depending on program content? A test of the hypothesis that there is no difference in ad memory between programs with sexual content and those with violent content has a P-value of 0.136. State your conclusion.
b) Is there evidence that viewer memory for ads may differ between programs with sexual content and those with neutral content? Test an appropriate hypothesis and state your conclusion.