A student working as an intern at an advertising agency is assigned the task of evaluating people’s first impressions of a new ad. The agency prepared four photos of a client’s product, a new model of car. The car is pictured in four different scenes thought to highlight features of the car for potential customers (e.g., parked near suburban home, traveling scenic highway). The intern decides to show the four photos to people she selects randomly from shoppers at a mall. The persons selected are offered five dollars to look at each photo and judge whether they think the photo would make a good ad for this car. Each of the four photos is shown for 100 ms on a laptop screen and the participant uses the number keys 1 through 5 to indicate preference (1 5 not good at all to 5 5 excellent ad for this car ). The participants are asked to make their first-impression judgments as quickly as they can after seeing each photo. In addition to the ratings, the time to make each judgment is measured.

A. What design is being used to examine the effect of the different photos?

B. Prepare a Latin Square to balance practice effects across the conditions of this experiment.

(Label the photos A, B, C, and d.)

C. Suppose the intern decides to use all possible orders to balance practice effects and assigns one participant to each of the 24 possible orders of the conditions. Consider only the first ordinal position of this experiment (i.e., the first photo each participant saw). Which experimental design is used when you look only at the first ordinal position across the 24 participants? How many participants are in each of the four conditions?

D. Considering your answer to part C, how could the intern test whether differential transfer occurred when all possible orders are used to balance practice effects?