Advertising, Memory, And Mood Summary
Advertising, Memory, and Mood
Consider a typical woman named Mary. Mary wakes up at 7am and gets ready for work. After her husband kisses her goodbye, she sits down to watch a bit of the cheery morning news. Throughout the news she sees a few commercials, one for Folgers, one for Ragu Pizza sauce, and one for Gillete gel shaving cream. She watches them with hope and optimism for the new day.
Nine hours later, Mary ducks out of rush-hour traffic on the way home from work to do some grocery shopping. Tired and a bit discouraged from a long day, she shops the aisles and makes decisions on what to buy. The advertisers of those commercials she saw this morning hope she remembers their products. Mary walks by the Ragu and the Folgers …show more content…
The participants were to compare the taste of two liquids, one being 7-Up. The ad was a parody on taste tests and the participants drank liquid soap, chum, sour milk and bile. The marketers were clearly going for a laugh to stimulate memory of the product. There were no facts in the commercial.
Data Analysis
To get sensible dimensions from which to draw conclusions and make statistical inferences, the following calculations were done on the raw data seen in Exhibit 2: Raw Data.
1. For the ‘Happiness Level’ dimension, we averaged, for each individual, their six responses to the 1 to 7 scale mood questions.
2. For the ‘OverHappy’ dimension, we first calculated the total average of the ‘Happiness Level’ column. This was 4.524 on the same scale of 1 to 7. We then divided the data into two sets:
Happier individuals, with happiness level above 4.524, get OverHappy = 1, and
Sadder individuals, with happiness level below 4.524, get OverHappy = 0
3. For the ‘Young’ dimension, we first calculated the average of the ‘Age’ column. This turned out to be 30.75 years. Then the data was divided into two sets:
Younger individuals, with age below 30.75, have Young = 1,
Consider a typical woman named Mary. Mary wakes up at 7am and gets ready for work. After her husband kisses her goodbye, she sits down to watch a bit of the cheery morning news. Throughout the news she sees a few commercials, one for Folgers, one for Ragu Pizza sauce, and one for Gillete gel shaving cream. She watches them with hope and optimism for the new day.
Nine hours later, Mary ducks out of rush-hour traffic on the way home from work to do some grocery shopping. Tired and a bit discouraged from a long day, she shops the aisles and makes decisions on what to buy. The advertisers of those commercials she saw this morning hope she remembers their products. Mary walks by the Ragu and the Folgers …show more content…
The participants were to compare the taste of two liquids, one being 7-Up. The ad was a parody on taste tests and the participants drank liquid soap, chum, sour milk and bile. The marketers were clearly going for a laugh to stimulate memory of the product. There were no facts in the commercial.
Data Analysis
To get sensible dimensions from which to draw conclusions and make statistical inferences, the following calculations were done on the raw data seen in Exhibit 2: Raw Data.
1. For the ‘Happiness Level’ dimension, we averaged, for each individual, their six responses to the 1 to 7 scale mood questions.
2. For the ‘OverHappy’ dimension, we first calculated the total average of the ‘Happiness Level’ column. This was 4.524 on the same scale of 1 to 7. We then divided the data into two sets:
Happier individuals, with happiness level above 4.524, get OverHappy = 1, and
Sadder individuals, with happiness level below 4.524, get OverHappy = 0
3. For the ‘Young’ dimension, we first calculated the average of the ‘Age’ column. This turned out to be 30.75 years. Then the data was divided into two sets:
Younger individuals, with age below 30.75, have Young = 1,