Individual skill
jcr-data-analysis
Use when running and reporting the evidence for a Journal of Consumer Research (JCR) manuscript — process evidence (mediation/moderation) for behavioral experiments, or trustworthy interpretation for Consumer Culture Theory (CCT) work — plus robustness and the transparency reporting JCR requires. Executes and reports; it does not design the studies (jcr-methods).
Journal-of-Consumer-Research-Skills/skills/jcr-data-analysis/SKILL.md
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# Data Analysis & Evidence (jcr-data-analysis)
## When to trigger
- Studies are run and it is time to analyze and report
- Reviewers will probe whether the data actually support the **process** claim
- You need bootstrapped indirect effects, simple-slopes, or spotlight/floodlight analyses
- You are reporting interpretive (CCT) evidence and need to defend trustworthiness
## Process evidence is the JCR currency (experiments)
For the dominant experimental tradition, JCR reviewers ask whether the data support the **psychological process**, not just the effect:
- **Mediation:** report indirect effects with **bias-corrected bootstrap confidence intervals** (e.g., 5,000 resamples). Treat measured-mediator mediation as suggestive; **moderation-of-process** and **manipulated-mediator** designs are stronger and expected for a clean process claim.