Perception-Specific Average Causal Effects: Implications For Experimental Consumer Research

Walter Herzog, WHU, Germany
Many theories imply that consumers’ treatment perceptions (e.g., reward interpretations) moderate the treatment’s effect on a response variable (e.g., loyalty). However, standard ANOVA cannot be used to test such hypotheses because treatment perceptions are missing in the control condition. A new method is developed to test perception-specific hypotheses.
[ to cite ]:
Walter Herzog (2011) ,"Perception-Specific Average Causal Effects: Implications For Experimental Consumer Research", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 587-588.