As consumers get older, the value they receive from certain consumer behaviors often changes. For example, some older consumers do not have as much fun attending sporting events as they did when they were younger. In this case, age is a _____ variable.
A) constant
B) dependent
C) moderating
D) situational
E) mediating

Question

Quizplus · Accepted Answer

A moderating variable is one that affects the relationship between two other variables. In this case, age is affecting the relationship between attending sporting events and the value received from that behavior. As consumers get older, their enjoyment of attending sporting events changes, so age is acting as a moderating variable in this situation. A constant variable is one that does not change, a dependent variable is affected by another variable, a situational variable is related to the context in which a behavior occurs, and a mediating variable explains the relationship between two other variables. None of these options accurately describe the role of age in this scenario.

As Consumers Get Older, the Value They Receive from Certain