Multicollinearity is a red herring in the search for moderator variables: A guide to interpreting moderated multiple regression models and a critique of Iacobucci, Schneider, Popovich, and Bakamitsos (2016).

Multicollinearity is irrelevant to the search for moderator variables, contrary to the implications of Iacobucci, Schneider, Popovich, and Bakamitsos (Behavior Research Methods, 2016, this issue). Multicollinearity is like the red herring in a mystery novel that distracts the statistical detective from the pursuit of a true moderator relationship. We show multicollinearity is completely irrelevant for tests of moderator variables.

Response Mode Effects and Moral Values.

In five studies, we measured the extent to which subjects weight moral product attributes in different response modes. We found that nonprice judgments such as likelihood of purchase ratings were more reflective of expressed moral attitudes than were pricing responses, and that holistic price evaluations were especially unlikely to reflect moral considerations. Post-task ratings confirmed the preference results, as did an experiment controlling for the influence of task goals.