Mediation: A Review and Analysis of the Approaches for Discovering Mediating Relationships
Marketing Research/ Demographics/ Consumer Behavior
The purpose of this paper is to present a discussion of the statistical techniques used to test mediating effects in marketing research. The goal is to help researchers better understand the theoretical underpinnings of mediation analysis and select the most appropriate analysis method to use. The approach is quasi-historical because it follows a chronological sequence describing how various researchers have proposed to analyze mediating effects and points out the strengths and weaknesses of each method. The methods are illustrated with data from a consumer survey (n = 351). The paper concludes with a set of summary recommendations for analyzing mediating effects.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Montford, William J. and Goldsmith, Ronald E., "Mediation: A Review and Analysis of the Approaches for Discovering Mediating Relationships" (2015). Association of Marketing Theory and Practice Proceedings 2015. 23.