Some behavioral researchers occasionally wish to conduct a median split on a continuous variable and use the result in subsequent modeling to facilitate analytic ease and communication clarity. Traditionally, this practice of dichotomization has been criticized for the resulting loss of...

In this article, we attempt to clarify our statements regarding the effects of mean centering. In a multiple regression with predictors A, B, and A × B (where A × B serves as an interaction term), mean centering A and B prior to computing the product term can clarify the regression...

There seems to be confusion among researchers regarding whether it is good practice to center variables at their means prior to calculating a product term to estimate an interaction in a multiple regression model. Many researchers use mean centered variables because they believe it’s the thing...

Among the many centrality indices used to detect structures of actors’ positions in networks is the use of the first eigenvector of an adjacency matrix that captures the connections among the actors. This research considers the seeming pervasive current practice of using only the first...

This research examines four frequently used centrality indices — degree, closeness, betweenness, and eigenvectors — to understand the extent to which their clear theoretical distinctions are reflected in differences in empirical performance. Even for stylized networks in which one centrality...

This research uses random networks as benchmarks for inferential tests of network structures. Specifically, we develop formulas for expected values and confidence intervals for four frequently employed social network centrality indices. The first study begins with analyses of stylized networks,...

Consumer judgment often is based on incomplete or limited knowledge of the relevant attributes. Three experiments were performed to investigate why these judgments are often insensitive to set size and why evaluations based on limited information tend to be stronger (more extreme and confident)...

One of the most common forms of consumer judgment is singular evaluation: the evaluation or appraisal of singular brands. Three experiments show that singular evaluation is often characterized by a brand positivity effect - brands tend to be evaluated more positively than warranted when judged...

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers' attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category....