Suppose you wanted to study the effects of subliminal words in a beer ad and con

Question

Suppose you wanted to study the effects of subliminal words in a beer ad and consumers’ gender on the liking of the beer ad. The table below shows the results.

I am asked to determine whether or not the survey results from this question had a main effect and/or an interaction effect. I am pretty sure that the main effect indicated that the responses from both males and females were about the same, and that gender was not very relevant in the results of the study, but not sure if there is any interaction effect. Any help would be appreciated, thank you!

Results Subjects were asked to use a 10-point scale to indicate their liking with "1" being "dislike and 10" being "like." Subliminal Words (sex) Presence Absence 9 3 6 Male 7 5 Female 6 8 4

Explanation / Answer

The main effect of an independent variable is the effect of the variable averaging over all levels of other variables in the experiment.

You are right in saying that the main effect for gender is insignificant but the main effect for sublimal words is significant considering that an absence of sublimal words leads to a decrease in the level of liking from 8 to 4.

Interaction effect:

Two independent variables interact if the effect of one of the variables differs depending on the level of the other variable.

In the presence of sublimal words, the female gender has less liking as compared to the male gender, whereas as in the absence of sublimal words, the female gender has more liking as compared to the male gender. Thus the function of liking with respect to sublimal words depends on gender. Hence there is an interaction effect.

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