1. Information about the assignment
1.1 The assignment
The assignment is to write a report in which you answer research questions (see section 2) using the results of statistical analyses.
1.2 General information
• This final assignment is a take home exam.
• The deadline for submitting the assignment is Wednesday July 12 2023 23:59.
• The assignment needs to be submitted on Canvas. Only submit your report (.pages files are not permitted).
• Your jamovi omv-file needs to be uploaded to the files section of your subgroup page on Canvas.
Note that since this assignment is an exam, all suspicions of fraud (e.g. plagiarism or use of sources that are not permitted (see below)) will be immediately reported to the exam committee.
1.3 Requirements for the report
Your report needs to meet the following requirements
• Include the following signed statement (signed by both group members):
"By handing in this Final Assignment for the course Applied Statistics we declare that we have read and understood all requirements. We also declare that we made this assignment completely independently, without consultation or communication with others and using only the following course materials: the book (Introduction to the New Statistics), the videos that accompany the book, the jamovi manual Learning statistics with jamovi, the PowerPoint presentations uploaded by the professor(s), feedback on earlier assignments, and answers to questions on the discussion board.”
• You may use jamovi and therefore all modules within jamovi and/or ESCI for Excel for your analyses.
• The report must not contain jamovi or ESCI for Excel output other than figures. Tables generated with jamovi or ESCI for Excel that contain output of statistical tests and estimation results are not to be included in the report itself, but may be part of the appendix of your report.
• Tables with descriptive information should be part of the report but should only contain information that is relevant.
• Report all your results (including tables and figures) using the format of the APA;
• Round all results to maximally 2 decimals (with the exception of p < .001);
• The jamovi datafile (.omv-file) and any filled-in ESCI for Excel files you used must be uploaded to your group page on Canvas).
Note if your report does not meet these criteria, your work will be graded “insufficient”.
2 Description of the research and research question
2.1 The Sleeper effect in Persuasive Communication
Usually, the effect of successful persuasive communication wears down after a while. Initially you may observe more positive attitudes or stronger intentions when receivers are exposed to a persuasive message, but after some time the effect of the communication gets weaker and weaker. For example, immediately after seeing an advertisement people may be more prone to buy the advertised product then people who have not seen the advertisement, but after a week or two this difference in buying intention disappears.
There are, however, situations in which the persuasive effect seems to work the other way around: immediately after the communication little or no effect is found on attitude or intentions, but after a while a persuasive effect is observed. This effect, where the persuasive effect increases after a while is called the sleeper effect.
A sleeper effect can be created by adding to an advertisement a so-called discounting cue, which is a piece of information stating that the source who tries to persuade the receivers of the communication is unreliable. The presence of the discounting cue diminishes the persuasive effect of the message. However, after a while people forget that the message was delivered by an unreliable source and as a result, the message can exert the persuasive force that was initially diminished.
The dataset for this assignment contains (fake) data from an experiment in which the sleeper-effect was investigated. In the first part of the experiment, the researchers focused on the persuasive effect of the messages without a discounting cue. The results showed that initially both the mean attitude score and the proportion of yes-responses were higher immediately after seeing the advertisement, relative to the neutral control condition, but after two weeks these effects were a lot smaller.
For this assignment, we add to the results of the experiment by focusing on the conditions that did receive the discounting cues, to see whether the presence of the discounting cue leads to a sleeper- effect.
The dataset contains the (fake) data for the following groups:
1. Control Condition; Participants in this condition saw neutral information about a new brand of shampoo.
2. Immediate; Participants in this group saw the advertisement for the shampoo with a discounting cue stating that the source (a person who gave a testimony on the new shampoo) was unreliable. There responses were collected immediately after reading.
3. Delayed; Participants in this group saw the same advertisement and discounting cue as the second group, but their responses were collected after two weeks.
All participants were randomly assigned to one of the three groups.
After seeing the advertisement of the neutral information participants were asked to rate their attitude towards the shampoo (on a 10 point-scale; higher is more positive attitude) and their
intention to try the shampoo (yes/no-question; 1 = yes, 0 = no).
2.2 Research questions
The main research question is:
To what extent does the presence of information about the unreliability of a persuasion source lead to a sleeper effect on attitudes and intention?
You will focus on the questions below in an attempt to give an answer to the research question:
1. To what extent does the mean attitude score differ between the control condition and the other two conditions? The answer to this question provides insight in the extent to which the advertisement has a persuasive effect.
2. To what extent does the mean attitude score differ between the immediate condition and the delayed condition? The answer to this question gives information on the extent to which there is a sleeper-effect.
3. To what extent does the proportion “yes, I will try the product” differ between the immediate and the delayed condition? The answer to this question provides insight in the extent to which the sleeper effect occurs on the intention to try the product. Hint: work with the filter option in jamovi to select only the relevant groups or obtain the contingency table for condition by intention and use the numbers for the relevant groups to work with summary data in the esci module.
2.3 Description of dataset
The dataset contains the following variables:
Name: condition (values: 1 = control, 2 = immediate, 3 = delayed). Name: attitude (10-point scale); Label: Attitude towards the shampoo.
Name: intention (1 = yes, 0 = no); Label: Intention to try the shampoo (answer to the statement: “I will try the new shampoo”).
NOTE: The attitude data were generated randomly. It is possible (but not very likely) that you will find scores below 1 and above 10. You may simply ignore these impossible scores and proceed with the analysis as if everything is normal.
2.4 Data Preparation
- Make sure that the level of measurement of the variables is correct.
- Fill in “value labels” for the group variable: 1 = “Control”, 2 = “Immediate”, 3 = “Delayed”.
- Fill in “value labels” for the intention variable: 0 = “No”, 1 = “Yes”.
- Label the variables attitude (“Attitude towards the shampoo”) and intention (“Intention to try the shampoo.”).
See the jamovi manual for details on how to do the above.
2.5 The assignment
Write a report in which you answer the research questions using the results of your statistical analysis of the data. Use the answers to the research questions to answer the main research question as well. Note: Do not forget to prepare (and save) your data-file (see also 2.4 Data Preparation).
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