Logos of brand name products. Refer to the Journal of Marketing Research (October 2019) study of whether the logos of brand name products influence brand authenticity, Exercise 9.80 (p. 569). Recall that 180 individuals were randomly divided into four groups and assigned to view one of four logo types: (1) descriptive logo for basketball equipment; (2) descriptive logo for running shoe; (3) nondescriptive logo for basketball equipment; and (4) nondescriptive logo for running shoe. After participants saw their assigned logo, they rated the extent to which it elicited impressions that the brand was authentic on three 9-point LOGO scales presented in a random order (authentic, trustworthy, and credible), where a rating of 1 = “not at all” and a rating of 9 = “very.” The dependent variable in the study was the average of the three ratings. The data (simulated from information provided in the study) are saved in the file.

a. Use histograms to show that the authenticity ratings for each logo type are not normally distributed. Why is this important to know?

b. Use a nonparametric test to compare the distributions of authenticity ratings for the four logo types. Does the authenticity of the brand depend on logo type?