Does a factor (or variable) influence a measure we are interested in – all other things being equal?
A direct effect refers to a straightforward relationship between two variables, where a change in one factor leads to a change in another.
For example, in our Buyer Experience Study, we found that each vendor added to an evaluation list directly adds 14 to 15 days to a buying cycle.
In more technical terms, direct effects occur when an independent variable – something you change or control (in our example, adding a vendor) – directly influences a dependent variable – the outcome you measure (in our example, buying cycle length) – without any other factors contributing.
In describing direct effects in the real world, it is often helpful and accurate to say that one variable had a direct effect on another “all else being equal.” Here, “all else being equal” means that there are no other extraneous factors or variables that are changing or having an impact on the relationship between the independent and dependent variables.
