Conducting Mediation Analysis in Marketing Research

Carsten L. Demming* is research assistant and doctoral student at the Chair of Marketing and Consumer Behavior, University of Goettingen, Platz der Goettinger Sieben 3, 37073 Goettingen, Germany, Phone: +49551/39-7270, Fax: +49551/39-5849, E-Mail: cdemmin@wiwi.unigoettingen.de. *Corresponding Author. Steffen Jahn is assistant professor at the Chair of Marketing and Consumer Behavior, University of Goettingen, Platz der Goettinger Sieben 3, 37073 Goettingen, Germany, Phone: +49551/39-7407, Fax: +49551/39-5849, E-Mail: steffen.jahn@wiwi.unigoettingen.de. The first two authors contributed equally to this research. Yasemin Boztuğ is Professor of Marketing and Consumer Behavior, University of Goettingen, Platz der Goettinger Sieben 3, 37073 Goettingen, Germany, Phone: +49551/397328, Fax: +49551/39-5849, E-Mail: boztug@wiwi.unigoettingen.de. Conducting Mediation Analysis in Marketing Research