15.49 Consumer-generated ads.
More and more companies involve consumers in the process of developing advertisements. Is it beneficial to let consumers know this? In one study, 125 undergraduate students were randomly assigned to a design.18 Each student watched one of two consumer-generated Doritos ads. Half of the students were told that the ad was consumer-generated and the other half were not. After viewing the ad, the students provided their reactions to the ad and the advertised brand with higher scores reflecting a more favorable opinion. Here is part of the ANOVA table for their reactions to the ad:
Source | Degrees of freedom | Sum of squares | Mean square | |
A (Ad) | 3.054 | |||
B (Informed) | 7.813 | |||
AB | 1.876 | |||
Error | 146.807 | |||
Total |
15.49
(a)
Source | DF | SS | MS | |
A (Ad) | 1 | 3.054 | 3.054 | 2.52 |
B (Informed) | 1 | 7.813 | 7.813 | 6.44 |
AB | 1 | 1.876 | 1.876 | 1.55 |
Error | 121 | 146.807 | 1.2133 | |
Total | 124 | 159.55 |
(b) , the distribution is
(c) Ad: , the distribution is Informed: , the distribution is
(d) (e) There is no significant interaction, as well as no significant Ad effect. Informed was significant, those who were informed that the ad was consumer-generated had a higher average opinion, 5.23, than those that weren’t informed, 4.52.