research methodology

Exercise 5.4
a)

b) Independent Variable : Attractiveness of spokespersons and models
c) Dependent Variable : Persuasiveness of a message
d) Ho : There is no relationship between attractiveness of spokespersons and models and persuasiveness of a message.
HA : There is a relationship between attractiveness of spokespersons and models and persuasiveness of a message.

Exercise 5.6
a)
H1

H2 H3

b) Independent Variable : H1 - Fear appeals in commercials H2 - Anxiety
c) Dependent Variable : Consumer’s behavioral intentions to insure their house
d) Moderating Variable : H3 - Consumer’s behavioral
e) > Ho : There is no relationship between anxiety and intentions to insure their house. HA : There is a relationship between anxiety and intentions to insure their house.

> Ho : There is no relationship between fear appeals in commercials and intentions to insure their house. HA : There is a relationship between fear appeals in commercials and intentions to insure their house.

Exercise 5.9
a) The manager of Haines Company observes that the morale of employees in her company is low.
b)
H2 H1 H3
c) Independent Variable : Pay scales
d) Dependent Variable : Morale of employees
e) Mediating Variable : Higher pay
f) Moderating Variable : Supplemental income
g) > Ho : There is no relationship between pay scales and morale of employees. HA : There is a relationship between pay scales and morale of employees.

> Ho : There is no relationship between higher pay and morale of employees. HA : There is a relationship between higher pay and morale of employees.

> Ho : There is no relationship between supplemental income and