QUESTION 48

H3:The relationship of ad type & purchase intent will vary as a function of affiliation need such that those with a high affiliation need will endorse a higher purchase limit for "family friendly" ads and lower purchase intent for "solitary man or solitary man" ads, while those with a low affiliation need will show a lower purchase intent for "family friendly" ads and higher purchase intent for "solitary man or solitary woman" ads.

1. If in H3, we wish to predict future purchase intent from knowing low/high need for affiliationand find a strong relationship, in our subjects what would have the biggest negative impact on prediction? Problem with internal validity or external validity?

A.

External Validity Problem

B.

Internal Validity Problem