CV change systematically with the IV e.g in the energy drink study there are 20 p's and 10 of them are the speedup group, before the study they saw a celebrity, they were excited meaning there was some delay before further p's arrived and by then they were less excited, this unexpected event is an unintended IV - excited or not, so when we analyse the results and the speedup group is chattier we dont know if its the drink or excitement, the emotion varied systematically with IV and this alone could explain changes in DV