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<p>Behavioral experiments in marketing mostly depend on manipulating the independent variable, then comparing the mean level of the dependent variable across conditions. However, manipulations are imperfect because (a) it may have manipulated something other than that which it is intended to and (b) some participants may not have paid attention to it. The bigger issue is that it does not consider the variance participants may have in the level of the independent variable. This paper suggests focusing on those participants whose measured value is “consistent” with their condition in the analysis. Comparing those who were assigned to a condition aligned with their measured value can provide better insight into the impact of the manipulated variable.</p>

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Integrating manipulated and measured independent variables in analyzing experimental results

  • 期刊论文

  • 发表日期：

    2025年12月3日

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  • Donald R. Lehmann,
  • Sonia Seung-Eun Kim

摘要

Behavioral experiments in marketing mostly depend on manipulating the independent variable, then comparing the mean level of the dependent variable across conditions. However, manipulations are imperfect because (a) it may have manipulated something other than that which it is intended to and (b) some participants may not have paid attention to it. The bigger issue is that it does not consider the variance participants may have in the level of the independent variable. This paper suggests focusing on those participants whose measured value is “consistent” with their condition in the analysis. Comparing those who were assigned to a condition aligned with their measured value can provide better insight into the impact of the manipulated variable.