The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs
Year: 2007
Type: article
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.
Source: Journal of Marketing Research
Authors: Lars Bergkvist, John R. Rossiter
Institutions: UNSW Sydney, University of Wollongong
Language: English
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2067933440