Some behavioral researchers occasionally wish to conduct a median split on a continuous variable and use the result in subsequent modeling to facilitate analytic ease and communication clarity. Traditionally, this practice of dichotomization has been criticized for the resulting loss of...

In this rebuttal, we discuss the comments of Rucker, McShane, & Preacher (2015) and McClelland, Lynch, Irwin, Spiller, & Fitzsimons (2015). Both commentaries raise interesting points, and although both teams clearly put a lot of work into their papers, the bottom line is this: our research sets...

Three experiments examine the role of attitudes toward the category to which a brand belongs in consumers' attitudes toward individual brands. The core findings indicate that what consumers think generally about a category affects their evaluations of singular brands belonging to the category....