Question

I want to find out which SPSS test I would use in this scenario:

In this scenario a social psychologist working for an advertising firm was interested in whether the frequency of exposure to an advertisement would have an effect on the liking of that ad. He suggested that the more often a subject was exposed to an ad would have an effect on how much she / he would enjoy the ad. The study involved exposing a subject to a commercial and measuring how much they liked the commercial after the first, fifth and tenth exposure. The subjects indicated their liking of the advertisement based upon a 15-point Likert scale as below:

1   2   3   4   5   6   7   8   9   10   11   12   13   14   15

Low Liking                                                          High liking

The researcher tested 40 subjects and had each of them view a soft drink commercial once a day for ten days.    He then queried each participant about how much they enjoyed the commercial o

Your task will be to determine if there is a difference in how much each of the participants enjoyed the commercial after a first, fifth and tenth exposure to the commercial

Answer 1

We need to determine whether there is a difference in the liking when the participants are exposed to the advertisement at different times i.e first, fifth and tenth exposure.

We have three related samples of n = 40 each as the observations are paired to the participants.

We will run a Repeated Measures ANOVA in this case.

In SPSS, follow the steps to run the test:

Choose the factor:

In this case, we have the time factor with 3 levels (first, fifth and tenth). Click the Add button.

Add the dependent variable 'Liking' under Measure name and Click Add.

Lastly, Click Define button and in the new screen, add the three sample observations of n = 40 each to within-subjects variables. Click OK.