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Three Essential Analytical Techniques for the Behavioral Marketing Researcher: Median Splits, Mean-Centering, and Mediation Analysis

Author

Listed:
  • Iacobucci, Dawn
  • Popovich, Deidre L.
  • Bakamitsos, Georgios A.
  • Posavac, Steven S.
  • Kardes, Frank R.

Abstract

For the behavioral marketing scholar, experimentation and the analysis of variance are among the most important and frequently relied upon tools of the trade, and many useful texts exist to guide researchers on these topics. This monograph is intended to be a supplemental resource and a helpful guide for conducting three essential analytical techniques that are also frequently useful to the behavioral researcher: (1) we discuss the practice of conducting a median split on a continuous variable to facilitate communication clarity. (2) We demonstrate the practice of centering variables about their means prior to creating product terms to reflect interaction effects in a moderated multiple regression model. (3) We discuss the practice of a mediation analysis to test for the relative impact of direct and indirect effects of predictors on dependent variables.

Suggested Citation

  • Iacobucci, Dawn & Popovich, Deidre L. & Bakamitsos, Georgios A. & Posavac, Steven S. & Kardes, Frank R., 2015. "Three Essential Analytical Techniques for the Behavioral Marketing Researcher: Median Splits, Mean-Centering, and Mediation Analysis," Foundations and Trends(R) in Marketing, now publishers, vol. 9(2), pages 83-174, December.
    • Handle: RePEc:now:fntmkt:1700000038
    DOI: 10.1561/1700000038
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    Cited by:

    1. He, Jiaxiu & Wang, Xin (Shane) & Curry, David J., 2017. "Mediation analysis: A new test when all or some variables are categorical," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 780-798.

    More about this item

    Keywords

    Behavioral marketing; ANOVA; Median splits; Mediation analysis; Structural equaltion models; Multi-scale items; Categorical variables;
    All these keywords.

    JEL classification:

    • C10 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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