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

Ahmad Daryanto and Bryan A. Lukas

Journal of Business Research, 2022, vol. 144, issue C, 180-192

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.

Keywords: Spurious moderation; Interaction effects; Unmeasured nonlinear effects; Multiple regression analysis; Covariance-based structural equation modelling (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:144:y:2022:i:c:p:180-192

DOI: 10.1016/j.jbusres.2021.12.049

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