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.
Keywords
Predictive validityPsychologySocial psychologyDevelopmental psychology
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Publication Info
- Year
- 2007
- Type
- article
- Volume
- 44
- Issue
- 2
- Pages
- 175-184
- Citations
- 2701
- Access
- Closed
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Cite This
Lars Bergkvist,
John R. Rossiter
(2007).
The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs.
Journal of Marketing Research
, 44
(2)
, 175-184.
https://doi.org/10.1509/jmkr.44.2.175
Identifiers
- DOI
- 10.1509/jmkr.44.2.175