Analysing moderated mediation effects: Marketing applications

The purpose of this article is to explain and illustrate the methodological approach used to test moderated mediation effects (conditional indirect effects) in marketing. A moderated mediation effect indicates the presence, in a single model, of one or more mediating variables and one or more moderating variables. Having first described the main methodological approaches used to test moderated mediation effects, with an emphasis on their respective advantages and disadvantages, we go on to recommend the method used by Hayes, which we illustrate through several marketing applications. This method makes it possible rigorously and simultaneously to test both mediating and moderating effects. Recommendations are also made to guide marketing researchers in the analysis of moderated mediation.