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.
In 1973, the Federal Trade Commission charged the manufacturer of Hawaiian Punch fruit drink with deceptive advertising of the proportion of natural fruit juice in the product. A consent order that specified the use of corrective advertising (affirmative disclosure) to correct suspected residual effects was agreed to. The order required that a consumer survey be conducted to demonstrate whether the residual effects had dissipated to an acceptable level. This study presents the results of 11 cross-sectional surveys taken over a nine-year period following the FTC order. The results indicate that residual effects have systematically declined over the nine-year period and are now at a level which meets one of the FTC's three criteria for termination of the affirmative disclosure advertising message.
Are audio media more effective than visual media? Is a picture worth 1, 000 words? Research studies in this area are inconclusive and subject to numerous inter pretive difficulties; however, there is general agreement that the use of both media reinforces the transmission of a message (DeBoth and Dominowski 1978).
Traditional methods of analysis do not provide the researcher with means for selecting the “best” among several alternatives while having control over the probability of being correct. The authors present the indifference zone approach and the subset-selection approach to selection problems. The findings of several recent studies are used as illustrative examples.
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