Median splits, Type II errors, and false–positive consumer psychology: Don't fight the power

Considerable prior statistical work has criticized replacing a continuously measured variable in a general linear model with a dichotomy based on a median split of that variable. Iacobucci, Posovac, Kardes, Schneider, and Popovich (2015‐in this issue) defend the practice of “median splits” using both conceptual arguments and simulations. We dispute their conceptual arguments, and we have identified technical errors in their simulations that...