How does gender affect the type of advcrtising that proves to be most efkctive? An article in thc Journal of Advertising Reseurch (MayiJune 1990) makes reference to numerous studies that conclude males tend to be more competitive with others than with themselves. To apply this conclusion to advcrtising, the author creates two ads promoting a new brand of soft drink:

Ad I: Four men are shown competing in racquetball Ad 2:One man is shown competing against himself in racquetball The author hypothesized that the first ad will be more effective when shown to males.To test this hypothesis, 43 males were shown both ads and asked to measure their attitude toward the advertisement (Aad), their attitude toward the brand of soft drink (Ab), and their intention to purchase the soft drink (Intention). Each variable was measured using a seven-point scale, with higher scores indicating a more favorable attitude.The results are shown in the table below.

Sample Means Aad Ab Intention ....................................................................................................................

Ad 1 4.465 3.311 4.366 Ad 2 4.150 2.902 3.813 Level of significance p = ,091 p = ,032 p = ,050

a. What are the appropriate null and alternative hypotheses to test the author's research hypothesis?

Define any symbols you use.

b. Based on the information provided about this experiment, do you thmk this is an independent samples experiment or a paired difference experiment? Explain.

c. Interpret the p-value for each test.

d. What assumptions are necessary for the validity of the tests?