Spotlights, Floodlights, and the Magic Number Zero: Simple Effects Tests in Moderated Regression

It is common for researchers discovering a significant interaction of a measured variable X with a manipulated variable Z to examine simple effects of Z at different levels of X. These "spotlight" tests are often misunderstood even in the simplest cases, and it appears that consumer resear...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	Journal of marketing research 2013-04, Vol.50 (2), p.277-288
Hauptverfasser:	SPILLER, STEPHEN A., FITZSIMONS, GAVAN J., LYNCH, JOHN G., McCLELLAND, GARY H.
Format:	Artikel
Sprache:	eng
Schlagworte:	Body mass index Candies Coefficients Continuous variables Design analysis Design of experiments Floodlights Marketing Regression analysis Spotlights Standard deviation Studies Test methods Tutorial Zero
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!