Hello all,
I am conducting research on the effects of podcast ads on listeners' attitudes toward the brand and toward the advertisement. I use two mediators (not serial): credibility host and credibility ad and one moderator: parasocial relationship.
I thought I could use PROCESS MODEL 5 twice for this (once for attitude toward the brand and once for attitude toward the ad):
For example first run:
- Y variable: Attitude towards brand
- X variable: Type of advertisement (0 = pre-roll, 1 = native advertising)
- Mediators: Credibility towards podcast host AND Credibility towards the ad
- Moderator: Parasocial relationship. I created two groups based on the median: low (=1) and high (=2).
- Model Number: 5
- Confirmation intervals: 95
- Number of bootstrap: 5000
- In options: Effect size, No centering, 3 decimal places, Conditioning values: 16th, 50th etc.
Now someone says I can't use two mediators in process 5. Can anyone tell me if this is true?
In process model 5, there are two possible mediators. In the first scenario, the mediator is an outsider who is brought in to help guide and facilitate communication between the parties.
In the second scenario, the mediator is a party representative who has been chosen by one of the parties to act as their representative in the negotiation process. Which of these scenarios is more effective? Let's explore!
There are pros and cons to both scenarios. When the mediator is an outsider, the parties may be more likely to be open and honest, since they are not directly involved in the negotiation process. However, when the mediator is a party representative, the parties may be more likely to trust them and be willing to cooperate with them.
Ultimately, it is up to the parties involved in the negotiation process to decide which scenario is more effective for them. If they feel like they can trust the mediator and that they will be able to cooperate with them, then the party representative scenario may be more effective. However, if the parties feel like they need an unbiased mediator who will not take sides, then the outsider scenario may be more effective.
Concluding note: As much as possible, let the parties involved decide which scenario is more effective, rather than choosing for them.
Yes, but only if the two mediators are independent of each other. If you would like to as sequential mediators, please use Model 6.
Check the appendix of Introduction to Mediation, Moderation, and Conditional Process Analysis. Refer to the diagrams.
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