In the last two years, consumers have experienced massive changes in consumption - whether due to shifts in habits; the changing information landscape; challenges to their identity, or new economic experiences of scarcity or abundance. What can we expect from these experiences? How are the...

It is common for authors discovering a significant interaction of a measured variable X with a manipulated variable Z to examine simple effects of Z at different levels of X. These “spotlight” tests are often misunderstood even in the simplest cases, and it appears that consumer researchers...

Iacobucci, Posovac, Kardes, Schneider, and Popavich (2015a) published a defense of median splits. We (McClelland, Lynch, Irwin, Spiller, and Fitzsimons 2015) and Rucker, McShane, and Preacher (2015) published criticism of each of the key conclusions from Iacobucci et al. Iacobucci et al. (2015b)...

Considerable prior statistical work has criticized replacing a continuously measured variable in a general linear model with a dichotomy based on a median split of that variable. Iacobucci, Posovac, Kardes, Schneider, and Popovich (this issue) defend the practice of “median splits” using...