In an attempt to measure the emotional effect of a proposed billboard ad, an advertising agency checks the pulse rate of 10 persons before and after they are shown a photograph of the billboard. The agency believes that an effective billboard will increase the pulse rate of those who view it. In its test, the agency found the mean change in pulse rate was 15.7 beats per minute, with a standard deviation of 1.6. Using the 0.01 level of significance, examine whether the billboard stimulus could meet the agency’s criterion for effectiveness.
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