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    Rights statement: This is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 144, 2022 DOI: 10.1016/j.busres.2021.12.049

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    Available under license: CC BY-NC-ND: Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License

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Controlling for spurious moderation in marketing: A review of statistical techniques

Research output: Contribution to Journal/Magazine › Journal article › peer-review

Published
<mark>Journal publication date</mark>31/05/2022
<mark>Journal</mark>Journal of Business Research
Volume144
Number of pages13
Pages (from-to)180-192
Publication StatusPublished
Early online date8/02/22
<mark>Original language</mark>English

Abstract

Studies in marketing rarely control for spurious moderation, which occurs when unmeasured nonlinear terms affect researchers’ moderation analyses. Spurious moderation can lead to false-positive research conclusions. With a focus on testing moderation hypotheses with multiple regression analysis and covariance-based structural equation modelling, we discuss techniques and, where relevant, develop programming code for modifying these methods so that spurious moderation can be controlled for. After demonstrating the control techniques’ effectiveness with simulated data, we set out guidelines for their use, with particular attention paid to confirmatory research traditions in marketing research.

Bibliographic note

This is the author’s version of a work that was accepted for publication in Journal of Business Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Journal of Business Research, 144, 2022 DOI: 10.1016/j.busres.2021.12.049