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:

Critical Value

A point on the scale of the test statistic beyond which we reject the null hypothesis; it determines the cut-off point for significance in hypothesis testing.

Dunnett Test

A statistical test used to compare multiple groups against a single control group without increasing the type I error rate.

Familywise Error

The risk of obtaining a false discovery, or type I error, when multiple tests of hypotheses are carried out.

Host Country

The nation in which a multinational company operates a facility or office, distinct from the country where its headquarters is located.