ABSTRACT
This chapter offers a concise primer on the use of mediation analyses with an emphasis on consumer psychology. Simple mediation models take the form of an independent variable proposed to affect a dependent variable through a specified mediator variable or mediator. Mediation models can involve multiple mediators, moderator variables, and specialized cases such as nonlinear mediation, longitudinal mediation, and multilevel data. Specialized models have been developed to model longitudinal data that involve repeated measurements of individuals over time. The chapter provides several guidelines, recommendations, and best practices for the construction of mediation tests. entral to the endeavor of consumer psychology is the desire to understand the psychological mechanisms that explain how consumers think and behave. Mediation analysis facilitates such endeavors because it allows researchers to test for the presence of indirect effects in their data. Central to the endeavor of consumer psychology is the desire to understand the psychological mechanisms that explain how consumers think and behave.
