The effect of product density and ambient scent on consumer anxiety. Although
retail stores overflowing with merchandise can make consumers anxious,
minimally stocked spaces can have the same effect. Researchers investigated
whether the use of ambient scents can reduce anxiety by creating feelings of
openness in a crowded environment or coziness in a minimally stocked
environment. Participants were invited to a lab that simulated a retail
environment that was either jam-packed or nearly empty. For each of these two
product densities, the lab was infused with one of three scents: (1) a scent
associated with spaciousness such as the seashore, (2) a scent associated with
an enclosed space like the smell of firewood, and (3) no scent at all.
Consumers evaluated several products and their level of anxiety was measured.
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(a) Use a diagram like Figure 92 (page 233) to display the treatments in a
design with two factors: "product density" and "ambient scent." Then outline
the design of a completely randomized experiment to compare these treatments.
(b) There are 30 subjects avallable for the experiment, and they are to be
randomly assigned to the treatments, an equal number of subjects in each
treatment. Explain how you would number subjects and then randomly assign the
subjects to the treatments. If you use the Simple Random Sample applet or
other software, assign all the subjects. If you use Table \(B\), start at line
130 and assign subjects to only the first treatment group.