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
Answer: C
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a. True b. False
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