The Marketing Analyst Conducted Further Testing on the Celebrity Driven

question 12

Multiple Choice

The marketing analyst conducted further testing on the celebrity driven marketing campaign's relationship to sales of the new skincare product; building on her previous test, she was interested in the potential mediating effects of consumer age. She conducted a mediation analysis and had the following output:
B = 0.31, 95% CI [0.01, 0.30], p = 0.054. How would you interpret her results?

• A) There is no indirect effect between the celebrity driven marketing campaign and sales of the new skincare product mediated by consumer age
• B) There is a direct effect between the celebrity driven marketing campaign and sales of the new skincare product not mediated by consumer age
• C) There is an indirect effect between the celebrity driven marketing campaign and sales of the new skincare product mediated by consumer age
• D) There is an indirect effect between the celebrity driven marketing campaign and sales of the new skincare product not mediated by consumer age

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Definitions:

Laffer Curve

An illustration of the relationship between tax rates and tax revenue, suggesting there's an optimal tax rate that maximizes revenue.

Tax Revenue

The capital governments gather through the imposition of taxes.

Tax

A compulsory financial charge or some other type of levy imposed on a taxpayer by a governmental organization in order to fund government spending and various public expenditures.

Flexible Benefits

A program that allows employees to choose from a range of benefit options.