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Essay On La Tour

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The theory of this experiment was the use of fear appeals based on strong and mild advertising of a stun gun. La tour conducted an experiment including three hundred and five women who were single while thirty four percent were married. The independent variable of the experiment was the advertisements with strong and mild appeals. . Participants that already carried a firearm and stun gun were screened out from this experiment. The participants were randomly chosen by the researchers. The researchers stopped people and asked if they wanted to take part in a study. Majority that was selected agreed to participate. To make sure it was a representative sample it was done in way to include people from across the hours of operation of the mall. …show more content…

Only one participant at a time would see the videotape. The participants were assured their responses was anonymous and only used for academic research. Then they were taken to one for the partitioned areas to view the strong or mild version of the advertisement for the stun gun. The dependent variable consisted of a questionnaire that asked nature of the ad, attitudes toward the ad and attitude toward the brand. The ethicality of the ad was measured with the Reidenbach and Robin multidimensional ethics scale. The moral dimension was measured by statements such as fair or unfair. Other attitudes was measured by a six point scales such as yes, no and definitely. The attitudes toward this particular was also measured on a six point scale. The intent to purchase was measured on a six point item scales such as I plan to purchase this. To make sure participants were paying attention they were also asked how the ad made them feel. The participants final task included a six point scaled on how confident they felt using the stun gun. The variables were operationally defined by participants, questionarrie,Reidenbach and Robin scale and the

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