Marketing Science eJournal | 2019

If You Ignore Manipulation Errors in Your Experiments You Might Be P-Hacking Without Knowing.



This research brief is a cautionary note on the dangers of using p-values as empirical evidence for crossover effects in consumer research. If you rely on experimental manipulation to produce between-subjects variation on a moderator construct, and then test for interaction effects on the manipulation (rather than the moderator construct), your evidence of a crossover effect might be based on spurious statistical significance. The main purpose here is to alert experimenters about ignoring manipulation errors, rather than proposing specific solutions (even though I briefly review the literature proposing methods to ameliorate the situation).

Volume None
Pages None
DOI 10.2139/ssrn.3421032
Language English
Journal Marketing Science eJournal

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