85. A group of 115 University of Iowa students was randomly divided into a build-up condition group

(m56) and a scale-down condition group (n59).

The task for each subject was to build his/her own pizza from a menu of 12 ingredients. The build-up group was told that a basic cheese pizza costs $5 and that each extra ingredient would cost 50 cents. The scale-down group was told that a pizza with all 12 ingredients (ugh!!!) would cost $11 and that deleting an ingredient would save 50 cents. The article A Tale of Two Pizzas: Building Up from a Basic Product Versus Scaling Down from a Fully Loaded Product (Marketing Lett., 2002: 335—344) reported that the mean number of ingredients selected by the scale-down group was signi cantly greater than the mean number for the build-up group: 5.29 versus 2.71. The calculated value of the appropriate t statistic was 6.07. Would you reject the null hypothesis of equality in favor of inequality at a signi cance level of .05? .01? .001? Can you think of other products aside from pizza where one could build up or scale down? Note: A separate experiment involved students from the University of Rome, but details were a bit different because there are typically not so many ingredient choices in Italy.