Effectiveness of passionate advertising messages. Companies often communicate passion for their product through advertising messages such as, “We love what we do.” A study published in Journal of Advertising Research (March 2020) tested whether such communication of passion positively influences consumers’ product and brand evaluations. The researchers developed two versions of an advertisement for both a soft drink and a hand soap. In one ad (the control), the message was “Great soda (soap)”; in the other ad (passion statement), the message was “We’re passionate about great soda (soap)” with a red heart underneath. Consumers were shown (at random) one of the four possible advertisements—soda/control, soda/passion, soap/control, and soap/passion—and then rated product quality on a 10-point scale. Of interest were the effects of product type and advertisement type on mean product quality. For this experiment, identify each of the following:

a. Experimental unit

b. Response variable

c. Factors

d. Levels of each factor

e. Treatments