Question

Asked Mar 7, 2019

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What are the effects of repeated exposure to an advertising message? The answer may depend on both the length of the ad and how often it is repeated. And experiment investigated this question using undergraduate students. All students viewed a 40 minute television program that included ads for a new smartphone. Some subjects saw a 30-second commercial others, a 90-second commercial. The same commercial was shown either one, three, or 5 times during the program. After viewing, all students answered questions about there recall of the ad, their attitudes towards the smartphone, and there intentions to purchase it. In this experiment, the length of the commercial and the number of times it was shown are.

(A) the responses.

(B) the blocking variables.

(C) lurking variables.

(D) the explanatory variables.

Step 1

**Response variable:**

The response variable is the quantity under study based on a number of factors, known as explanatory variables. A response variable is also called as dependent variable. The response variable changes with the changes in the explanatory variable.

**Blocking variable:**

The variables that are used to control the distribution and results are called blocking variables.

**Lurking variable:**

Lurking variable is the variable that is neither an explanatory variable nor a response variable but has an important effect on the variables under the investigation (explanatory and response variables).

**Explanatory variables:**

The variable(s) that is/are used to explain or predict the changes in the values of dependent variable is called explanatory variables. They are also called as independent variables. The independent variable explains the changes in the dependent variable. An explanatory variable can be anything that affects the response variable.

Step 2

Here, the study is conducted on the effects of repeated exposure to an advertising message. The students were asked about the recall of the ad, their attitude towards the smartphone and their intensions to purchase it after viewing a program that contained the ads for the new smartphone. The same co...

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