Chapter 8, Problem 8.119ACA

Impact of gender on advertising. How does gender affect the type of advertising that proves to be most effective? An article in the Journal of Advertising Research (May/June 1990) makes reference to numerous studies that conclude males tend to be more competitive with others than with themselves. To apply this conclusion to advertising, the author created two ads promoting a new brand of soft drink:

Ad 1:	Four men are shown competing in racquetball
Ad 2:	one man is shown competing against himsef in racquetbal

The author hypothesized that the first ad would be more effective when shown to males. To test this hypothesis, 43 males were shown both ads and asked to measure their attitude toward the advertisement (Aad), their attitude toward the brand of soft drink (Ab), and their intention to purchase the soft drink (Intention). Each variable was measured using a 7-point scale, with higher scores indicating a more favorable attitude. The results are shown in the table below. Do you agree with the author’s hypothesis?