The marketing analyst conducted further testing on the celebrity driven marketing campaign's relationship to sales of the new skincare product; building on her previous test, she was interested in the potential mediating effects of consumer age. She conducted a mediation analysis and had the following output:
B = 0.31, 95% CI [0.01, 0.30], p = 0.054. How would you interpret her results?
A) There is no indirect effect between the celebrity driven marketing campaign and sales of the new skincare product mediated by consumer age
B) There is a direct effect between the celebrity driven marketing campaign and sales of the new skincare product not mediated by consumer age
C) There is an indirect effect between the celebrity driven marketing campaign and sales of the new skincare product mediated by consumer age
D) There is an indirect effect between the celebrity driven marketing campaign and sales of the new skincare product not mediated by consumer age

Question

Quizplus · Accepted Answer

The output indicates that there is an indirect effect between the celebrity driven marketing campaign and sales of the new skincare product mediated by consumer age, with a B value of 0.31 and a 95% CI [0.01, 0.30]. The p-value of 0.054 is close to the conventional threshold of significance (p < 0.05), which suggests that the result may be marginally significant. However, further investigation is needed to confirm the robustness of this finding. Overall, the marketing analyst can conclude that consumer age plays a mediating role in the relationship between the celebrity driven marketing campaign and sales of the new skincare product.

The Marketing Analyst Conducted Further Testing on the Celebrity Driven