Dawn Iacobucci, Deidre L. Popovich, Sangkil Moon, Sergio Román
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How to calculate, use, and report variance explained effect size indices and not die trying
Many consumer research and social science journals are increasingly urging behavioral researchers to submit effect sizes among their reported results. Yet most researchers are less familiar with effect sizes than with significance tests, even in choosing among them. This article clarifies the concepts, formulae, and appropriate usage of the “variance explained” effect size indices, eta-squared, omega-squared, and epsilon-squared (), and their partial effect size variants (). Equations are presented, explained, and illustrated. Software is provided to facilitate the calculation of the indices in SAS, SPSS, and R, and suggestions and updated guidance are offered to scholars regarding reporting practices. The primary contribution of this article is to clarify the role of variance explained effect sizes in behavioral research so that scholars can be confident in precisely understanding the content of these measures in their analysis and reporting.
期刊介绍:
The Journal of Consumer Psychology is devoted to psychological perspectives on the study of the consumer. It publishes articles that contribute both theoretically and empirically to an understanding of psychological processes underlying consumers thoughts, feelings, decisions, and behaviors. Areas of emphasis include, but are not limited to, consumer judgment and decision processes, attitude formation and change, reactions to persuasive communications, affective experiences, consumer information processing, consumer-brand relationships, affective, cognitive, and motivational determinants of consumer behavior, family and group decision processes, and cultural and individual differences in consumer behavior.