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Baron and Kenny’s (1986) framework for mediation analysis has become a standard part of the consumer researcher’s toolkit: an independent variable X affects some mediator M that in turn affects some dependent variable Y. Baron and Kenny proposed a series of three regressions, showing: X affects M; X affects Y; and when X and M are included in the same(More)
PURPOSE Television (TV) use has been linked with poor eating behaviors and obesity in young people. This study examines the association between TV watching and paying attention to TV commercials with buying and requesting snacks seen on commercials, and eating snacks while watching TV among youth in China. METHODS Data from 1,552 participants (ages(More)
School of Journalism and Mass Communication, University of North Carolina-Chapel Hill, USA; Journalism School, Fudan University, Shanghai, P.R. China; School of Communication, Hong Kong Baptist University, Hong Kong; School of Journalism and Mass Communication, Nanjing Normal University, P.R. China; School of Communication, Northwestern University,(More)
The purpose of this study is to examine how brand recall and recognition are affected by non-editorial clutter in mega-event broadcasting. Using longitudinal data collected during four years of Super Bowl broadcasts, this study investigates the effects of three different types of television clutter (other ads, on-air promos and TV billboards) and their(More)
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