Integrating manipulated and measured independent variables in analyzing experimental results

Donald R. Lehmann () and Sonia Seung-Eun Kim ()
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Donald R. Lehmann: Columbia Business School
Sonia Seung-Eun Kim: Yale School of Management

Marketing Letters, 2026, vol. 37, issue 1, No 8, 15 pages

Abstract: Abstract Behavioral experiments in marketing mostly depend on manipulating the independent variable, then comparing the mean level of the dependent variable across conditions. However, manipulations are imperfect because (a) it may have manipulated something other than that which it is intended to and (b) some participants may not have paid attention to it. The bigger issue is that it does not consider the variance participants may have in the level of the independent variable. This paper suggests focusing on those participants whose measured value is “consistent” with their condition in the analysis. Comparing those who were assigned to a condition aligned with their measured value can provide better insight into the impact of the manipulated variable.

Keywords: Independent variable; Manipulations; Measured; Experimental analyses (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/s11002-025-09800-7

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