It is common to assess moderation effect with moderated regression analysis. If the interaction effect is detected by moderated regression analysis, one may subsequently assess the simple effect of the focal predictor with simple slopes analysis. However, the two traditional analyses may suffer...

Purpose The purpose of this paper is to provide insightful advice that can improve the practice of using consumers’ pre-launch awareness and preference (AP) changes to predict the sales of new movies. Design/methodology/approach This paper applies a new movie box-office revenue forecasting...