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Marketing, consumer, and organizational behavior researchers interested in studying the mechanisms by which effects operate and the conditions that enhance or inhibit such effects often rely on statistical mediation and conditional process analysis (also known as the analysis of “moderated mediation”). Model estimation is typically undertaken with ordinary least squares regression-based path analysis, such as implemented in the popular PROCESS macro for SPSS and SAS ( Hayes, 2013 ), or using a structural equation modeling program. In this paper we answer a few frequently-asked questions about the difference between PROCESS and structural equation modeling and show by way of example that, for observed variable models, the choice of which to use is inconsequential, as the results are largely identical. We end by discussing considerations to ponder when making the choice between PROCESS and structural equation modeling.

Behavioral scientists use mediation analysis to understand the mechanism(s) by which an effect operates and moderation analysis to understand the contingencies or boundary conditions of effects. Yet how effects operate (i.e., the mechanism at work) and their boundary conditions (when they occur) are not necessarily independent, though they are often treated as such. Conditional process analysis is an analytical strategy that integrates mediation and moderation analysis with the goal of examining and testing hypotheses about how mechanisms vary as a function of context or individual differences. In this article, we provide a conceptual primer on conditional process analysis for those not familiar with the integration of moderation and mediation analysis, while also describing some recent advances and innovations for the more experienced conditional process analyst. After overviewing fundamental modeling principles using ordinary least squares regression, we discuss the extension of these fundamentals to models with more than one mediator and more than one moderator. We describe a differential dominance conditional process model and overview the concepts of partial, conditional, and moderated moderated mediation. We also discuss multilevel conditional process analysis and comment on implementation of conditional process analysis in statistical computing software.

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