סמינר בשיווק

Speaker: Dr. David (Davey) Disatnik, Recanati Business School, Tel Aviv University

Abstract: Many marketing and consumer behavior research settings involve testing interactions between two or more variables. In recent years, numerous researchers have turned to explore interactions using moderated

regression analysis. Relying on regression-based analysis has certainly improved the validity and precision of the results that studies are able to produce. Yet as Irwin and McClelland (2001) and Spiller, Fitzsimons, Lynch, and McClelland (2013) have noted, researchers do not always carry out such analyses optimally. To address this, Irwin and McClelland (2001) pointed out misleading heuristics for moderated multiple regression models and Spiller et al. (2013) created a tutorial on “spotlight” and “floodlight” tests. In this this tutorial, I aim to further contribute to the methodological efforts to improve the analysis of moderated regressions.