Mecca Cosmetica is interested in understanding the effect of in-store scent on consumers purchase intentions. They have decided that they would like to use either Lavender or Vanilla scent in store, however they are unsure which of these will have the biggest impact upon consumer purchase intentions. You are required to design an experiment to test consumer purchase intentions between the two scents.

(a) State the Decision Maker's Purpose.

(b) What is the independent and dependent variable in this study?

(c) State a hypothesis proposing the relationship between the independent and dependent variable.

(d) If you were required to design the experiment, explain the elements of the stimuli that would be kept constant (controlled), and explain the elements that you would change (manipulate)

(e) Should a field experiment or a lab experiment be conducted to test the relationships between the variables? Why?

(f) Identify at least one extraneous variable that may influence the results.

(g) Comment on both the internal and external validity of the experiment. Which would be higher in the proposed experiment and why?