Experimental results that show that consumers purchased more when a store had a blue color with bright lights than they did when a store was orange with bright lights but no difference when the lighting was low is an example of which type of effect?
A)main
B)interaction
C)confound
D)synergistic

Question

Quizplus · Accepted Answer

This is an example of an interaction effect because the effectiveness of the color of the store depended on the level of lighting. There was no significant difference when the lighting was low, so color alone did not have a main effect. There is no evidence of a confound or synergistic effect in this scenario.

Experimental Results That Show That Consumers Purchased More When a Store