The use of lisrel in validating marketing constructs

https://doi.org/10.1016/0167-8116(91)90027-5Get rights and content

Abstract

An expository overview of the use of Lisrel in validating marketing constructs is presented and its advantages over the “traditional approaches” are demonstrated. Lisrel's contribution in all phases of construct validation is discussed. It is shown that lisrel has much to offer in purifying the measure by testing the unidimensionality of the measurement instrument, and in cross-validation to investigate the convergent validity (within a method) and reliability, Lisrel allows a rigorous assessment of the stability of the construct and its measurement instrument, and it is a powerful methodology for assessing convergent validity across methods, discriminant validity, and nomological validity. The use of Lisrel in construct validation is empirically illustrated by the analysis of data concerning consumers' variety seeking tendency with respect to foods.

References (73)

  • J.C. Anderson et al.

    Structural equation modeling in practice: A review and recommended two-step approach

    Psychological Bulletin

    (1988)
  • D.J. Armor

    Theta reliability and factor scaling

  • R.P. Bagozzi

    Causal models in marketing

    (1980)
  • R.P. Bagozzi

    Evaluating structural equation models with unobservable variables and measurement error: A comment

    Journal of Marketing Research

    (1981)
  • R.P. Bagozzi

    An examination of the validity of two models of attitude

    Multivariate Behavioral Research

    (1981)
  • R.P. Bagozzi et al.

    Development and test of a theory of technological learning and usage

    (1990)
  • R.P. Bagozzi et al.

    Assessing method variance in multitrait-multimethod matrices: The case of self-reported affect and perceptions at work

    Journal of Applied Psychology

    (1990)
  • R.P. Bagozzi et al.

    On the analysis of multitraitmultimethod matrices in consumer research

    Journal of Consumer Research

    (1991)
  • P.M. Bentler

    Theory and implementation of EQS: A structural equation program

    (1985)
  • P.M. Bentler et al.

    Significance tests and goodness of fit in the analysis of covariance structures

    Psychological Bulletin

    (1980)
  • D.E. Berlyne

    Conflict, arousal, and curiosity

    (1960)
  • D.E. Berlyne

    Motivational problems raised by exploratory and epistemic behavior

  • A. Boomsma

    The robustness of lisrel against small samples in factor analysis models

  • M.W. Browne

    Covariance structures

  • M.W. Browne

    Asymptotically distribution-free methods for the analysis of covariance structures

    British Journal of Mathematical and Statistical Psychology

    (1984)
  • M.W. Browne

    The decomposition of multitrait-multimethod matrices

    British Journal of Mathematical and Statistical Psychology

    (1984)
  • D.T. Campbell et al.

    Convergent and discriminant validation by the multitrait-multimethod matrix

    Psychological Bulletin

    (1959)
  • D.T. Campbell et al.

    Method factors in multitrait-multimethod matrices: Multiplicative rather than additive?

    Multivariate Behavioral Research

    (1967)
  • R.B. Cattell

    The scree test for the number of factors

    Multivariate Behavioral Research

    (1966)
  • G.A. Churchill

    A paradigm for developing better measures of marketing constructs

    Journal of Marketing Research

    (1979)
  • J.M. Comer

    A psychometric assessment of a measure of sales representatives' power perceptions

    Journal of Marketing Research

    (1984)
  • J.A. Cote et al.

    Estimating trait, method, and error variance: Generalizing across 70 construct validation studies

    Journal of Marketing Research

    (1987)
  • L. Crocker et al.

    Introduction to classical and modern test theory

    (1986)
  • J.A. Feij et al.

    SBL handleiding spanningsbehoeftelijst

    (1984)
  • D.W. Fiske et al.

    Functions of varied experience

    (1961)
  • D.W. Gerbing et al.

    The effects of sampling error and model characteristics on parameter estimation for maximum likelihood confirmatory factor analysis

    Multivariate Behavioral Research

    (1985)
  • Cited by (1229)

    View all citing articles on Scopus

    This paper was written while Professor Steenkamp was on sabbatical leave at the Department of Marketing, The Pennsylvania State University, supported by a fellowship from the Niels Stensen Foundation. The research was partially supported by a grant from ecozoek to Mr van Trijp for the project “Variety Seeking in Consumer Behavior”. The authors thank Professors Richard P. Bagozzi (University of Michigan), Hans Baumgartner (The Pennsylvania State University), and James C. Anderson (Northwestern University), and two anonymous reviewers for their valuable comments on earlier drafts of the paper. The usual disclaimers apply.

    View full text