I am wondering if it is possible to integrate control variables in the SEM model in SmartPLS 3, and if yes, how this can be done?
Specifically: I want to analyze the influence of a certain message in an advertisement (dichotomous: message integrated = 1, not integrated = 0) on the attitude toward the product and purchase intention. Thereby, attitude is also expected to influence purchase intention. I also have a moderator on these effects which is product knowledge, but I furthermore want to control for biasing characteristics such as product involvement.
I know how to integrate moderating effects, but how is it done if I only want to control for biasing effects, i.e., make sure that product knowledge does not influence the manipulation effects?
Thank you so much for your help!
PLS is broadly applied in modern business research. This forum is the right place for discussions on the use of PLS in the fields of Marketing, Strategic Management, Information Technology etc.
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