Article ID Journal Published Year Pages File Type
881966 Journal of Consumer Psychology 2016 10 Pages PDF
Abstract

There has been a remarkable increase in the use of spotlight analysis to examine any interactive effect between an independent variable and a continuous moderator. Most of the spotlight analyses have been conducted at one standard deviation above and below the mean value of the moderator, even when alternate methods are more appropriate. Additionally, many spotlight analyses are not conducted correctly. More importantly, results for spotlight analyses are reported in a manner that makes it virtually impossible for mistakes to be detected. This article focuses on “understanding,” “conducting,” and “reporting” spotlight analyses. By posing questions for the reader, it highlights some common mistakes made when doing spotlight analysis and explains why confusion often arises. Then it provides an easy to understand way to do spotlight analysis for some popular contexts. Alternatives to spotlight analysis are also briefly discussed. Finally, it suggests how to report results for spotlight analysis and for the alternatives. Pointing out recurrent mistakes should prevent perpetuation of misleading practices. Similarly, reporting essential details of the analyses should prevent mistakes from going undetected.

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Social Sciences and Humanities Business, Management and Accounting Marketing
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