Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis

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Bibliographic Details
Authors and Corporations: Zhao, Xinshu, Lynch, John G., Chen, Qimei
In: Journal of Consumer Research, 37, 2010, 2, p. 197-206
published:
The University of Chicago Press
Media Type: Article, E-Article

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further information
Physical Description: 197-206
ISSN: 0093-5301
1537-5277
DOI: 10.1086/651257
published in: Journal of Consumer Research
Language: English
Collection: sid-55-col-jstoras4
sid-55-col-jstorbusiness1archive
sid-55-col-jstorbusiness
JSTOR Arts & Sciences IV Archive
JSTOR Business I Archive
JSTOR Business & Economics
Table of Contents

<p>Baron and Kenny’s procedure for determining if an independent variable affects a dependent variable through some mediator is so well known that it is used by authors and requested by reviewers almost reflexively. Many research projects have been terminated early in a research program or later in the review process because the data did not conform to Baron and Kenny’s criteria, impeding theoretical development. While the technical literature has disputed some of Baron and Kenny’s tests, this literature has not diffused to practicing researchers. We present a nontechnical summary of the flaws in the Baron and Kenny logic, some of which have not been previously noted. We provide a decision tree and a step‐by‐step procedure for testing mediation, classifying its type, and interpreting the implications of findings for theory building and future research.</p>