NAME:

EXERCISE #3: EXPERIMENTS

INSTRUCTIONS: Write down the responses requested directly in the file. There is a total of
two scenarios in this exercise. After the completion of the exercise, submit the file in Microsoft
Word by using “Last Name, First Name-Exercise #3” as the file name.

SCENARIO #1

In order to strengthen its image in potential students’ minds, the College of Business
would like to know which advertising appeal, emotional vs. rational, is more effective in creating
a higher level of recognition in the students’ minds.

1. What is the independent variable?

- The independent variable is the type of advertising appeal, emotional or rational.
2. What is the dependent variable?
- The dependent variable is the level of recognition in the student’s mind.
3. What is the treatment?
- The different types of advertising appeal, emotional or rational.
4. What is the treatment effect?
- The treatment effect would be being able to determine whether emotional or rational
appeals would increase the level of recognition in the mind for the College of Business.

SCENARIO #2

In marketing, what service-contact-personnel wears has been demonstrated to influence

customers in general. Specifically, many empirical studies support that the appropriateness of
service-contact-personnel dress directly influences customer affect, customer expectations of
service quality, and purchase intention. In addition, the appropriateness of service-contact-
personnel dress indirectly influences purchase intention through customer affect and customer
expectations of service quality.

1. What is the independent variable?

- The appropriateness of service-contact-personnel dress.
2. What are the dependent variables?
- The dependent variables are customer affect, customer expectations of service quality,
and purchase intention.
3. What is the treatment?
- The way the service-contact-personnel dress.
4. What is the treatment effect?
- The treatment effect is how the treatment effects the dependent variable. The treatment
effect would be how the attire of the service-contact personnel effected the customer,
their expectation of service quality, and their purchase intention. If they had a good
effect, the customer most likely went through with a purchase. If the service employee
did not make a good impression or was dressed badly, they most likely would not have
made the sale.