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Marketing by mistake : the unintended consequences of consumer research

Machin, Jane E.; Fitzsimons, Gavan J. - In: Applying social cognition to consumer-focused strategy …, (pp. 81-95). 2005

Persistent link: https://www.econbiz.de/10003113310

How asking “who am I?” affects what consumers buy : the influence of self-discovery on consumption

Wu, Eugenia C.; Cutright, Keisha M.; Fitzsimons, Gavan J. - In: Journal of marketing research : JMR 48 (2011) 2, pp. 296-307

Persistent link: https://www.econbiz.de/10008988448

Spotlights, floodlights, and the magic number zero : simple effects tests in moderated regression

Spiller, Stephen A.; Fitzsimons, Gavan J.; Lynch, John G.; … - In: Journal of marketing research : JMR 50 (2013) 2, pp. 277-288

Persistent link: https://www.econbiz.de/10009737766

Understanding effect sizes in consumer psychology

Dias, Rodrigo S.; Spiller, Stephen; Fitzsimons, Gavan J. - In: Marketing letters : a journal of research in marketing 34 (2023) 3, pp. 367-374

Persistent link: https://www.econbiz.de/10014334011

Spotlights, Floodlights, and the Magic Number Zero : Simple Effects Tests in Moderated Regression

Spiller, Stephen A. - 2013

It is common for authors discovering a significant interaction of a measured variable X with a manipulated variable Z to examine simple effects of Z at different levels of X. These “spotlight” tests are often misunderstood even in the simplest cases, and it appears that consumer researchers...

Persistent link: https://www.econbiz.de/10013087770