MEDIATION IN CONSUMER RESEARCH 

The analyses were conducted using a free add-on package for SPSS called PROCESS MACRO

Mediation and Moderation are specific forms of Regression analysis where the predicted outcome is either Moderated by an external aspect (e.g. someone's personality) or Mediated by an aspect that is being manipulated directly (e.g. a product feature).

Here are various Mediation and Moderation analysis conducted for Consumer Research Purposes.

Research into Automatic Products, especially a automatic eco-features.

We see that a portion of consumers tend to abdicate their responsibility of running and managing the automatic product, thinking that the product will take care of energy consumption. When people abdicate their responsibility they tend to indulge by purchasing bigger products that are more energy-consuming.

This project was written up as a grant request to the Fondation National Suisse

Abstract of Grant Request (2018)

MEDIATION AND MODERATION IN CONSUMER RESEARCH 

The analyses were conducted using a free add-on package for SPSS called PROCESS MACRO

Here we investigated whether a psychological Basic Need of Relatedness can limit Indulgent Consumption, by shifting focus away from the Self and towards interconnection with Others. We found that Relatedness prevents consumers from engaging in irresponsible consumption, particularly indulgent energy consumption.

These results were written up in the grant request to the Fondation National Suisse mentioned above

Abstract of Grant Request (2018)