Mediation: A Review and Analysis of the Approaches for Discovering Mediating Relationships

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Publication Date



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

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