Final answer:
The manipulated variable in the scenario 'if people see funny commercials, then they are more likely to purchase a product' is the type of commercial, specifically the humor aspect. Advertisers utilize techniques like humor to influence consumer behavior and make the product memorable, potentially increasing sales.
Step-by-step explanation:
Understanding the Manipulated Variable in Advertising
In the context of advertising and consumer behavior, the manipulated variable refers to the aspect that the experimenters (in this case, advertisers) change to see if it affects the outcome. In the scenario that posits 'if people see funny commercials, then they are more likely to purchase a product,' the manipulated variable is the type of commercial, specifically the use of humor within the commercial. The hypothesis suggests that if humor is present in the commercial, it will influence the likelihood of a product purchase.
Advertising attempts to influence consumers using various methods, including the bandwagon fallacy, associative learning, and appeals to emotions like humor. Advertisers use humor and other techniques to create an emotional connection with the viewer, making the product more memorable and increasing the chances of consumer purchasing behavior. This can often involve sophisticated imagery, like the inclusion of attractive models, or contexts that evoke aspirational feelings, as seen with ads for cars and beers like Corona.
Ultimately, advertising, when done effectively, can make a firm's perceived demand curve more inelastic or cause demand for the firm's product to increase. A successful advertising campaign like that seen during popular events such as the Super Bowl can significantly increase a product's visibility, its associated desirable qualities, and its sales, demonstrating the power of the manipulated variable in advertising strategies.