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Music Preference 1 - Brent Hugh's personal and business web pages

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<strong>Music</strong> <strong>Preference</strong> 47<br />

Question 4: Do recital audiences <strong>and</strong> school audiences of a similar age have a different response<br />

Results<br />

to the informational presentations?<br />

Responses to treatments N <strong>and</strong> ID were compared for (a) the subgroup of recital audiences<br />

under age 1-20 <strong>and</strong> (b) school groups (LE, UE, MS, <strong>and</strong> HS), which represent approximately the<br />

same age range. Analysis of variance with repeated measures showed that, in this age group,<br />

recital audiences responded to the treatments in a significantly different way than did school<br />

groups (see Table 14). For recital audiences under age 20, the difference in mean ratings due to<br />

the treatments is 0.30 (7.5%) <strong>and</strong> for school audiences the difference is 0.07 (1.8%; see Table 11<br />

<strong>and</strong> Table 13).<br />

Discussion<br />

The result of this question establishes even more strongly the difference between the<br />

responses of the school groups <strong>and</strong> the recital audience. The preference ratings of recital<br />

audiences are influenced far more by informational introductions than are preference ratings of<br />

school audiences. This finding lends support to the idea that different models of attitude change<br />

apply to these different groups.<br />

The question of why the two groups are so different in their response is difficult to answer<br />

precisely. The recital audience volunteered to attend the concert <strong>and</strong> so presumably has a high<br />

interest in the type of music played <strong>and</strong> a high interest in finding self-justification for the<br />

decision to spend time attending the concert. This may partly explain the higher average<br />

preference ratings (regardless of treatment) given by group RA1 in comparison to the ratings<br />

given by the school groups. However, with the latin-square experimental design, this<br />

confounding variable should have no bearing on effects found for treatments <strong>and</strong> so does not, by

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