1. an independent variable that changes the nature of the relationship between other variables. For example, if a researcher examined the relationship between gender and math performance, a significant difference might emerge. However, if teaching style were taken into account, such that those who learned math by applied, hands-on methods performed better than those who learned with traditional lecture styles, regardless of gender, one could say that teaching style was a moderator of the relationship between gender and math performance. Also called moderating variable. See also moderating effect.

2. a variable aspect of consumer behavior associated with different patterns of results. For example, consumer motivation might serve as a moderator of how individuals develop attitudes toward products. With high levels of motivation, consumers tend to base their attitudes on the quality of a product as assessed by detailed thinking about the product’s features. With low levels of motivation, consumers tend to base their attitude toward a product on such factors as the attractiveness of the product endorser. Personality variables often serve as moderators of processes underlying consumer behavior.