Experimental results that show that consumers purchased more when a store had bright blue lights than they did when the store had bright orange lights.However,when the lighting was low,there was no difference between blue and orange lights.This illustrates a(n)____.
A)filter
B)interaction
C)confound
D)synergy

Question

Quizplus · Accepted Answer

The experimental results show an interaction between the lighting color (blue vs. orange) and the lighting level (bright vs. low) on consumer behavior. When the lighting level was bright, consumers purchased more with blue lights than with orange lights, but when the lighting level was low, there was no difference between the two lighting colors. This suggests that the effect of lighting color on consumer behavior depends on the lighting level, indicating an interaction.

Experimental Results That Show That Consumers Purchased More When a Store