A researcher is looking at the impact that advertisements in social media (Facebook) has on perceptions of Facebook users. She has some participants read a Facebook profile about David, a karate teacher from Miami. In the banner, there are several advertisements that focus on aggressive stimuli (guns, swords, and aggressive video games). Other participants look at the profile for Michael, an accountant from Fort Lauderdale. In the banner, there are several advertisements for neutral stimuli (furniture, fast food, and puzzle games like Candy Crush). The researcher finds that participants think David is more aggressive than Michael.
- What is the confound.
- How would you fix the confound.