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<p>Understanding the conditions under which consumer responses vary is essential for advancing decision science in marketing. However, concerns have been raised regarding the robustness and replicability of moderation effects in existing research. This paper presents a critical synthesis of key issues in the use of moderator variables in marketing research. Reporting practices are reviewed, including the overreliance on <i>p</i>-values and the limited emphasis on substantive effect sizes. To bridge the gap between theory and practice, the paper proposes a framework for enhancing managerial usability based on observability and decision logic. Finally, this paper provides recommendations for improving research design, probing techniques, and transparent reporting to ensure that moderation findings deliver meaningful insights for scholars and practitioners.</p>

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From significance to substance: making moderation meaningful in marketing research

  • 期刊论文

  • 发表日期：

    2026年7月2日

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  • Le Minh Thanh To

摘要

Understanding the conditions under which consumer responses vary is essential for advancing decision science in marketing. However, concerns have been raised regarding the robustness and replicability of moderation effects in existing research. This paper presents a critical synthesis of key issues in the use of moderator variables in marketing research. Reporting practices are reviewed, including the overreliance on p-values and the limited emphasis on substantive effect sizes. To bridge the gap between theory and practice, the paper proposes a framework for enhancing managerial usability based on observability and decision logic. Finally, this paper provides recommendations for improving research design, probing techniques, and transparent reporting to ensure that moderation findings deliver meaningful insights for scholars and practitioners.