The Median Split: Robust, Refined, and Revived

Journal of Consumer Psychology 25, 4 (2015) 690-704

15 Pages Posted: 23 Sep 2015 Last revised: 19 Feb 2016

See all articles by Dawn Iacobucci

Dawn Iacobucci

Vanderbilt University - Marketing; Vanderbilt University - Marketing

Steven S. Posavac

Vanderbilt University - Marketing

Frank R. Kardes

University of Cincinnati - Department of Marketing

Matthew Schneider

Northwestern University - Integrated Marketing Communications Program

Deidre Popovich

Rawls College of Business, Texas Tech University

Date Written: 2015

Abstract

In this rebuttal, we discuss the comments of Rucker, McShane, & Preacher (2015) and McClelland, Lynch, Irwin, Spiller, & Fitzsimons (2015). Both commentaries raise interesting points, and although both teams clearly put a lot of work into their papers, the bottom line is this: our research sets the record straight that median splits are perfectly acceptable to use when independent variables are uncorrelated. The commentaries do a good job of furthering the discussion to help readers better develop their own preferences, which was the purpose of our paper. In the final analysis, neither of the commentaries pose any threat to our findings of the statistical robustness and valid use of median splits, and accordingly we can reassure researchers (and reviewers and journal editors) that they can be confident that when independent variables are uncorrelated, it is totally acceptable to conduct median split analyses.

Highlights • We reiterate that the categorical rejection of median splits is wrong.

Keywords: Median Split, Median-Split, Dichotomization, Categorization

Suggested Citation

Iacobucci, Dawn and Iacobucci, Dawn and Posavac, Steven S. and Kardes, Frank R. and Schneider, Matthew and Popovich, Deidre, The Median Split: Robust, Refined, and Revived (2015). Journal of Consumer Psychology 25, 4 (2015) 690-704, Available at SSRN: https://ssrn.com/abstract=2663369 or http://dx.doi.org/10.2139/ssrn.2663369

Dawn Iacobucci (Contact Author)

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States

Steven S. Posavac

Vanderbilt University - Marketing ( email )

Nashville, TN 37203
United States
615-322-0456 (Phone)

Frank R. Kardes

University of Cincinnati - Department of Marketing ( email )

United States

Matthew Schneider

Northwestern University - Integrated Marketing Communications Program ( email )

Evanston, IL
United States

Deidre Popovich

Rawls College of Business, Texas Tech University ( email )

Lubbock, TX 79409
United States

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