Branding. The Journal of Applied Psychology reported on a study that examined whether the content of TV shows inf luenced 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. The table shows summaries for how many brands were recalled.

Program Type Violent Sexual Neutral n 108 108 108 Mean 2.08 1.71 3.17 SD 1.87 1.76 1.77

a) Do these results indicate that viewer memory for ads may differ depending on program content? Test the hypothesis that there is no difference in ad memory between programs with sexual content and those with violent content. 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.