Exhibit 12

Multiple Choice

Exhibit 12.1 An advertiser has developed a television advertisement designed to create a "feeling of warmth" on the part of viewers since she believes that this will lead to positive attitudes toward the product,and ultimately to increased sales.In order to determine if the ad does produce the desired feelings in viewers,she has devised a three-item scale to measure the warmth construct.After viewing the commercial (independently) ,Joe had a score of 15 on the warmth scale and Perry had a score of 9.
Refer to Exhibit 12.1.Which of the following is NOT a potential source of difference between these scores?

A) True differences with regard to the feeling of warmth created by the ad.
B) Perry had a rotten day at work,while Joe had a good day.
C) The sampling of items chosen to measure warmth could have contributed to the difference in scores.
D) Perry and Joe interpreted one of the questions differently.
E) All of the above are potential sources of differences between the scores.