Identification and Analysis of Moderator Variables

1981/08/01 by Subhash Sharma, Richard M. Durand, Oded Gur-Arie · 6 citations
Business, Management and Accounting · #Customer Service Quality and Loyalty #Consumer Behavior in Brand Consumption and Identification #Consumer Market Behavior and Pricing

paper · doi:10.1177/002224378101800303

Abstract

Although the concept of moderator variables has been used extensively in marketing-related studies, much confusion persists as to how they are defined and identified. To alleviate this confusion, the authors present a typology of moderator variables with a framework for identifying their presence and type. Simulated data are used to illustrate and validate the proposed framework.

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