Experiments with Crossed Effects in Marketing Communication Research: What Do the Experimental Settings Tell Us?

Experimental designs often are analyzed using a Repeated Measures ANOVA. Yet, this method does not suffice to describe all variance in a crossed effects experiment. Responses are generated from the same subjects and simultaneously those responses will be collected for the same stimuli, exposing the independence of the observations and the generalizability of the results. The current study contributes to this methodological concern by reanalyzing data from previous research with a mixed-effects model with ‘subject’ and ‘stimulus’ as random effects. That model realizes a significantly improved descriptive and predictive power, unveiling a substantial effect of stimuli on the experimental outcome.