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The predictive validity of multiple-item versus single-item measures of the same constructs

Journal Article


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Abstract


  • This study compares the predictive validity of single-item and multipleitem

    measures of attitude toward the ad (AAd) and attitude toward the

    brand (ABrand), which are two of the most widely measured constructs in

    marketing. The authors assess the ability of AAd to predict ABrand 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 AAd or ABrand, single-item measures should be used.

Publication Date


  • 2007

Citation


  • Bergkvist, L. & Rossiter, J. R. (2007). The predictive validity of multiple-item versus single-item measures of the same constructs. Journal of Marketing Research, 44 (2), 175-184.

Scopus Eid


  • 2-s2.0-34250177210

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=4032&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2972

Has Global Citation Frequency


Number Of Pages


  • 9

Start Page


  • 175

End Page


  • 184

Volume


  • 44

Issue


  • 2

Abstract


  • This study compares the predictive validity of single-item and multipleitem

    measures of attitude toward the ad (AAd) and attitude toward the

    brand (ABrand), which are two of the most widely measured constructs in

    marketing. The authors assess the ability of AAd to predict ABrand 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 AAd or ABrand, single-item measures should be used.

Publication Date


  • 2007

Citation


  • Bergkvist, L. & Rossiter, J. R. (2007). The predictive validity of multiple-item versus single-item measures of the same constructs. Journal of Marketing Research, 44 (2), 175-184.

Scopus Eid


  • 2-s2.0-34250177210

Ro Full-text Url


  • http://ro.uow.edu.au/cgi/viewcontent.cgi?article=4032&context=commpapers

Ro Metadata Url


  • http://ro.uow.edu.au/commpapers/2972

Has Global Citation Frequency


Number Of Pages


  • 9

Start Page


  • 175

End Page


  • 184

Volume


  • 44

Issue


  • 2