Journal of Applied Psychology

Project 1

We write this memo to analyze the data from Journal of Applied Psychology to examine and analyze whether the content of TV shows influenced the ability of viewers to recall brand names of items featured in the commercials.

Differ depending on program content

According to Graph 1, we could find the mean, median, standard deviation, the minimum and maximum is totally different among violent content, sexual content, and neutral content. Therefore, we could draw a conclusion that viewer memory for ads differs depending on program content.

Comparison between sexual and violent contents

To test the hypothesis that there is no difference in ad memory between programs with sexual content and those with violent content, we make the null hypothesis

Ho:p=μ1-μ2=0; Ha:p=μ1-μ2=/=0. According to Graph 2, we get the p-value is 0.8695 and t is 0.164524. As p larger than 0.05, we fail to reject the null hypothesis. Furthermore, there is no difference in ad memory between sexual and violent contents.

Comparison between sexual and neutral contents

To test the hypothesis that there is no difference in ad memory between programs with sexual content and those with neutral content, we make the null hypothesis

Ho:p=μ1-μ2=0; Ha:p=μ1-μ2=/=0. According to Graph 3, we get the t is -7.22111 and p-value is less than 0.0001. As p less than 0.05, we reject the null hypothesis, which indicates there are differences in ad memory between sexual and neutral contents.

Comparison between violent and neutral contents

To test the hypothesis that there is no difference in ad memory between programs with sexual content and those with neutral content, we make null hypothesis

Ho:p=μ1-μ2=0; Ha:p=μ1-μ2=/=0. According to Graph 4, we get the t is -6.61207 and p-value is less than 0.0001. As p less than 0.05, we reject the null hypothesis, which indicates there are differences in ad memory between violent and neutral contents.

A 95% confidence interval

Before calculating the confidence interval, we need to find SE. ==0.2167 (Also shown as graph5) and the 95% confidence Interval is (μ1-μ2)+/- t*SE=(-1.992 , -1.1376) It means we are 95% confidence for the difference in mean number of brand names recalled between the groups watching shows with sexual content and those watching shows with neutral content is between the interval of (-1.992, -1.1376). (Doesn’t conflict with the answer we get before)

In general, the ad memory between programs with sexual content and those with violent content have no difference and the ad memory with neutral content is different with those of sexual and violent contents. We can make the conclusion that the content of the advertisements will influence the memorability of their audiences.

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