I'm trying to understand the effect of a consumer's motivation for and expectation of a product on placebo effects as mediators of a condition in a marketing context. In the experiment, I am not sure if I should consider motivation and expectation as parallel or serial mediators.

On the one hand, from Vroom's "Valence-Instrumentality-Expectancy" model, there is a relationship between motivation and expectation, but does a relationship like this automatically imply that the mediators are serial?

I am also unsure if Vroom's theory can be applied in the first place to product marketing.


Your Answer

By clicking “Post Your Answer”, you agree to our terms of service, privacy policy and cookie policy

Browse other questions tagged or ask your own question.