Dataset: ad_sex.dat Source: K. Hyllegard, J. Ogle, R-N. Yan (2009). "The Impact of Advertising Message Strategy - Fair Labour v. Sex Appeal - Upon Gen Y Consumers' Intent to Patronize an Apparel Retailer," Journal of Fashion Marketing and Management, Vol. 13, #1, pp. 109-127. Description: Results of a One-Way ANOVA (Total n=425) of students in 4 Conditions: 1) Ad 1 Only 2) Ad1 & Ad 2 3) Ad 1 & Ad 3 4) Ad 1 & Ad 4 Ad1: Firm as "pioneer of industry standards in social responsibility" and US location Ad2: Young woman partially clothed in shower, winner of wet t-shirt contest Ad3: Female co-founder of porn mag for women, in jogging shorts/hoodie Ad4: Female and male partially clothed couple in bed, faces cropped out of image. Female on top of male. Analyses: 1) ANOVA, comparing 4 Groups' attitudes toward firm 2) Paired Difference t-test (Ad 1 v. Exposed Ad) for groups 2-4. Variables/Columns Group ID 8 Group Sample Size 14-16 Group Mean Attitude Toward Firm 18-24 Group Std. Deviation 26-32 /* Generated to match reported F-stat */ Group Mean evaluation of Ad 1 34-40 Group Mean evaluation of "sexy" ad 42-48 Std. Dev. of Individual Differences within group 50-56 Variables/Columns