Participants The sample will consist of 80 to 100 university

Participants: The sample will consist of 80 to 100 university students. These students are divided into four groups, with 20-25 students per group. The participants are randomly
assigned to one of the experimental conditions.
Design: The study has a 2 (visual versus auditory product placement) x 2 (high versus low product
involvement) experimental design. Participants are told a cover story; they are told that the goal of this study is to evaluate whether brand choice depends on the mood people are in. They are informed that mood is manipulated by a video clip, which will be either funny or sad.
Manipulations and manipulation check: Four short movies have been selected for the experiment, with four types of product placements. Each participant will only see one of these movies. One of the following movies will be shown to the participants of the study: (1) visual product placement of a low involvement product (a candy bar); (2) visual product placement of a high involvement product (sneakers); (3) auditory product placement of a low involvement product (a candy bar); and (4) an auditory product placement of a high involvement product (sneakers). The short movies will all come from episodes of the television show Seinfeld. To ensure that the involvement manipulations (candy bars versus sneakers) elicit the intended amount of involvement, this manipulation was carefully pre- tested with a separate sample of 77 respondents. What’s more, a manipulation check of involvement is also included in the study. Involvement is measured with a 7-point, multi- item scale adapted from Zaichkowski (1985). The scale is introduced with the following question: “How involved are you with this brand?.”
Control variable: Because the product placements in the four video clips differ in terms of prominence, we will control for brand prominence. Prominent placements are those in which the product is made highly visible by virtue of size or position on the screen or its
centrality to the action in the scene. Subtle placements are those in which the brand is not shown prominently, for instance, small in size, a background prop outside the main field of visual focus, lost in an array of multiple products or objects, or low time of exposure (Gupta and Lord, 1998). Following Gupta and Lord, brand prominence is measured with a 7-point, multi-item scale.
Dependent variable: Brand preference is measured by providing the respondents with a shopping list. The shopping list mentions twelve product categories (including those under study) and the participants are asked to pick one of the brands from each product category. They are instructed to act like they will need an item from each product category in the near future.
Discussion Questions
Xavier has developed a lab experiment to test the hypotheses of his study. In lab experiments,control and manipulation are introduced to establish cause-and-effect relationships   between variables in an artificial setting.

1) Describe how Xavier manipulates the independent variable and the moderating variable in this study.

2) Although Xavier has pretested the manipulation of product involvement, he has also included a manipulation check for involvement in his study. Why would he have done that?
You have just read an article (Hetherington and MacDiarmid, 1993) that shows that 92% of the chocolate addicts are female. Hence, you suspect that gender is a nuisance factor in this study (recall that candy bars feature in the low involvement movies).

Solution

Brand choice Depends on mood of the people.

Mood effects on Customer Effects :

Different modes of manipulation.

Persuasive Advertsing is divided into 2 parts.

Zaichkowshi (1985) : 7-Point scale of invovlement.

The scale represents the Motivational and risk involvement in the product.

1) Cause -Effect relationship Between Variables:

Data Analysis regarding the relation and dependency of 2 variables.

Correlation : This describes the type of relation between 2 variables,Positive and negative correlation.

2) Xavier has set manipulation of product involvements :

Manipulation checks are done to test the productivity of how much rate the manipulation is working on the consumer brain and sets moods of buying. Its always important to check and counter our attempts to test the intensity of the system.

Candy bar High Involvement and visual aid must been having more effects than the low involvement audio aids.Visual representaions helps to see the color and atrracts more number of persons than just talking about a product.

Sneakers high involvement visual aid represents the ingredient present in it making it to be more appleaing to the customers.The packing of the products has more number of detailed effect on the moods of the customer.The gender involvement is also needed as the research proves to be usefull to the marketing results.Consumption plays a important rele in setting the marketing strategies.