Conducting Mediation Analysis in Marketing Research

Marketing researchers frequently conduct mediation analysis to enrich their understandingof a focal causal relationship by examiningits underlying mechanism. The main purposeof this review is to provide an overviewof what mediation analysis means, which approachesexist to establish mediation, andhow...

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Bibliographic Details
Published in:Marketing (Munich) 2017-01, Vol.39 (3), p.76-93
Main Authors: Demming, Carsten L., Jahn, Steffen, Boztuğ, Yasemin
Format: Article
Language:eng ; ger
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Summary:Marketing researchers frequently conduct mediation analysis to enrich their understandingof a focal causal relationship by examiningits underlying mechanism. The main purposeof this review is to provide an overviewof what mediation analysis means, which approachesexist to establish mediation, andhow to conduct mediation analysis with thestate-of-the-art methodology. In the first partof the paper we review conceptual considerationsof mediation for the most commonlyused mediation model groups. We further discussthe suitability of different mediation analysisapproaches, focusing on the bootstrappingapproach. The second part of the paperis organized as a tutorial. Based on an examplefrom the marketing field, we illustrate howto specify, estimate, and interpret mediationmodels with a tool for SPSS and SAS calledPROCESS (Hayes 2017). We recommend ahierarchical procedure in which simple mediationmodels are examined first, followed by more complex models.
ISSN:0344-1369
DOI:10.15358/0344-1369-2017-3-76