| Book Edition | 11th Edition |
| Author(s) | Keller |
| ISBN | 9781337093453 |
| Publisher | Cengage |
| Subject | Business |
| Watch Violent Movie | Watch Nonviolent Movie | |
| Remember brand name | .15 | .18 |
| Do not remember brand name | .35 | .32 |
Many critics of television claim that there is too much violence and that it has a negative effect on society. There may also be a negative effect on advertisers. To examine this issue, researchers developed two versions of a cops-and-robbers made-for-television movie. One version depicted several violent crimes, and the other removed these scenes. In the middle of the movie, one 60-second commercial was shown advertising a new product and brand name. At the end of the movie, viewers were asked to name the brand. After observing the results, the researchers produced the following table of joint probabilities.
| Watch Violent Movie | Watch Nonviolent Movie | |
| Remember brand name | .15 | .18 |
| Do not remember brand name | .35 | .32 |
b. What proportion of viewers who watch the violent movie remember the brand name?
Many critics of television claim that there is too much violence and that it has a negative effect on society. There may also be a negative effect on advertisers. To examine this issue, researchers developed two versions of a cops-and-robbers made-for-television movie. One version depicted several violent crimes, and the other removed these scenes. In the middle of the movie, one 60-second commercial was shown advertising a new product and brand name. At the end of the movie, viewers were asked to name the brand. After observing the results, the researchers produced the following table of joint probabilities.
| Watch Violent Movie | Watch Nonviolent Movie | |
| Remember brand name | .15 | .18 |
| Do not remember brand name | .35 | .32 |
c. Does watching a violent movie affect whether the viewer will remember the brand name? Explain.
