Using a two-part mixed-effects model for understanding daily, individual-level media behavior

Blozis, Shelley A.; Villarreal, Ricardo; Thota, Sweta Chaturvedi; Imparato, Nicholas

doi:10.1057/s41270-019-00062-7

J Market Anal

2019

DOI: 10.1057/s41270-019-00062-7

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Using a two-part mixed-effects model for understanding daily, individual-level media behavior

Shelley A. Blozis

Ricardo Villarreal

Sweta Chaturvedi Thota

et al.

Abstract: This study supports a strategic analytics proposal, namely that there is conceptual and practical utility in applying a twopart mixed-effects model for understanding individual differences in daily media use. Individual-level daily diary measures of media use typically contain information about a person's likeliness to use media, extent of usage, and variation in use across days that, taken together, can provide data for evaluating media behavior that is otherwise masked by using aggregate measures. The statis… Show more

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Cited by 3 publications

References 27 publications

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Bayesian two-part multilevel model for longitudinal media use data

Blozis

2022

J Market Anal

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Multilevel models are effective marketing analytic tools that can test for consumer differences in longitudinal data. A two-part multilevel model is a special case of a multilevel model developed for semi-continuous data, such as data that include a combination of zeros and continuous values. For repeated measures of media use data, a two-part multilevel model informs market research about consumer-specific likeliness to use media, level of use across time, and variation in use over time. These models are typically estimated using maximum likelihood. There are, however, tremendous advantages to using a Bayesian framework, including the ease at which the analyst can take into account information learned from previous investigations. This paper develops a Bayesian approach to estimating a two-part multilevel model and illustrates its use by applying the model to daily diary measures of television use in a large US sample.

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Bayesian two-part multilevel model for longitudinal media use data

Blozis

2022

J Market Anal

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On the use of self-reports in marketing research: insights about initial response biases from daily diary data

Blozis,

Villarreal

2024

J Market Anal

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Self-report data are regularly used in marketing research when consumer perceptions are central to understanding consumer responses to marketing efforts. Self-report data are convenient and cost-effective. A widely known response bias that is inherent to self-report data and illuminated by daily diary data is a tendency of the first report by study participants to be more extreme relative to responses at subsequent points in time but no such effects are expected. A critical issue is that statistical data summaries can be impacted and generate misleading conclusions about perceptions. This article demonstrates the impact of initial-report effects by analyzing self-report daily diary media use (TV) data from an observational study. Based on a large and representative sample of adults in the U.S., there was a greater tendency for respondents to report watching TV, and given that TV was watched, to report more time spent watching TV on the first interview day relative to subsequent days. Initial-report effects were also evident in tests of the effects of daily and daily averages of positive and negative affect on the likeliness to watch TV and reported time spent, further indicating the importance of accounting for first-report effects in studies of media use. The need to collect repeated measures of self-report data in consumer research is also highlighted by this evidence of these response patterns that would otherwise be undetectable.

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Cigar Use Progression Among New Cigar Initiators: A Two-Part Growth Curve Analysis Among a Youth and Young Adult Cohort

Cantrell

Xu²,

Kreslake

et al. 2021

Nicotine &Amp; Tobacco Research

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Introduction Youth and young adults (YYAs) are at high risk of cigar use. This study’s objective was to examine progression and sociodemographic differences in current cigar use and frequency among new cigar initiators. Methods We conducted a two-part latent growth model among a nationally representative cohort of cigar initiators (aged 15-25) to examine 24-month trajectories of current cigar use and frequency (n=1,483). The cohort was recruited via address-based sampling with online data collection from 2014-2019 and surveyed approximately every 6 months. Results The unconditional odds of current cigar use (i.e., past 30-day use) within 6 mos. of initiation was 0.72 (95% CI: 0.63, 0.82), corresponding to a probability of 42%. The odds of current use among recent cigar initiates declined 6 mos. after initiation and was followed by a stabilization in use over time. Among continued users, frequency (# days used in past 30 days) increased linearly over time but remained low (3.47 days/mo. at 24 months). Younger individuals, non-Hispanic African Americans, those with lower subjective financial status, and current users of cigarettes, other tobacco products and/or marijuana were at highest risk within 6 mos. of initiation. Males, younger users and current cigarette smokers had the highest risk for cigar progression over time. Conclusions This study is the first to examine longitudinal cigar use patterns among YYA cigar initiators. Findings emphasize the need for research across the cigar use spectrum and the importance of interventions targeted by age, stage of use, cigarette, other tobacco and marijuana use and key sociodemographics to interrupt use pathways. Implications This study is the first to examine progression of cigar use among youth and young adults who have newly initiated cigars. Results show a high probability current cigar use within six months of initiation followed by a rapid decline and stabilization over time. Frequency increases among those who continue using cigars. Males, younger users and current cigarette smokers had the highest risk for cigar progression over time. Findings emphasize the need for targeting interventions by age, stage of use, cigarette, other tobacco and marijuana use and key sociodemographics to interrupt use pathways.

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Using a two-part mixed-effects model for understanding daily, individual-level media behavior

Cited by 3 publications

References 27 publications

Bayesian two-part multilevel model for longitudinal media use data

Bayesian two-part multilevel model for longitudinal media use data

On the use of self-reports in marketing research: insights about initial response biases from daily diary data

Cigar Use Progression Among New Cigar Initiators: A Two-Part Growth Curve Analysis Among a Youth and Young Adult Cohort

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