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The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs

3,094 citations0/0 files storedJournal of Marketing Research

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Psychometric Methodologies and Testing Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

Abstract

This study compares the predictive validity of single-item and multiple-item measures of attitude toward the ad (A Ad ) and attitude toward the brand (A Brand ), which are two of the most widely measured constructs in marketing. The authors assess the ability of A Ad to predict A Brand in copy tests of four print advertisements for diverse new products. There is no difference in the predictive validity of the multiple-item and single-item measures. The authors conclude that for the many constructs in marketing that consist of a concrete singular object and a concrete attribute, such as A Ad or A Brand , single-item measures should be used.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1979A Paradigm for Developing Better Measures of Marketing Constructs 1993What is coefficient alpha? An examination of theory and applications.1985Measuring the Involvement Construct 1969What is job satisfaction?1996Applications of structural equation modeling in marketing and consumer research: A review 2002The C-OAR-SE procedure for scale development in marketing 1989An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context

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