The importance that consumers place on the social responsibility of firms has grown over the past decade. As a consequence, corporations are developing more socially responsible strategies and procedures (e.g., corporate sustainability, fair-trade policies). The perceptions consumers have of these strategies were investigated in the Journal of Marketing (November 2009). Undergraduate marketing students were provided information on a firm's irresponsible behaviors as well as public statements made by the firm to promote its corporate social responsibility policy. Each student then rated the level of hypocrisy in the statements on a 7-point scale. Students were divided into groups depending on the type of statement they were given (concrete or abstract) and on the order of information provided (statement first or corporate behavior first). The researchers analyzed the data using a 2 × 2 factorial design.
a. Identify the factors and treatments in this experiment.
b. An ANOVA F-test for the interaction between statement type and order of information was found to be significant (p-value c. The means for the four treatments are shown in the table. Graph these means to demonstrate the nature of the interaction.
d. Based on the result, part b, advice the researchers on whether or not they should perform main effect tests.

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Statement Type Order of Information Treatment Mean Concrete Concrete Abstract Abstract Statement first Behavior first Statement first Behavior first 5.90 4.60 5.33 5.26