TY - JOUR
T1 - Bridging Design and Behavioral Research With Variance-Based Structural Equation Modeling
AU - Henseler, Jörg
PY - 2017/1/2
Y1 - 2017/1/2
N2 - Advertising research is a scientific discipline that studies artifacts (e.g., various forms of marketing communication) as well as natural phenomena (e.g., consumer behavior). Empirical advertising research therefore requires methods that can model design constructs as well as behavioral constructs, which typically require different measurement models. This article presents variance-based structural equation modeling (SEM) as a family of techniques that can handle different types of measurement models: composites, common factors, and causal–formative measurement. It explains the differences between these types of measurement models and clears up possible ambiguity regarding formative endogenous constructs. The article proposes confirmatory composite analysis to assess the nomological validity of composites, confirmatory factor analysis (CFA) and the heterotrait-monotrait ratio of correlations (HTMT) to assess the construct validity of common factors, and the multiple indicator, multiple causes (MIMIC) model to assess the external validity of causal–formative measurement.
AB - Advertising research is a scientific discipline that studies artifacts (e.g., various forms of marketing communication) as well as natural phenomena (e.g., consumer behavior). Empirical advertising research therefore requires methods that can model design constructs as well as behavioral constructs, which typically require different measurement models. This article presents variance-based structural equation modeling (SEM) as a family of techniques that can handle different types of measurement models: composites, common factors, and causal–formative measurement. It explains the differences between these types of measurement models and clears up possible ambiguity regarding formative endogenous constructs. The article proposes confirmatory composite analysis to assess the nomological validity of composites, confirmatory factor analysis (CFA) and the heterotrait-monotrait ratio of correlations (HTMT) to assess the construct validity of common factors, and the multiple indicator, multiple causes (MIMIC) model to assess the external validity of causal–formative measurement.
UR - http://www.scopus.com/inward/record.url?scp=85011805093&partnerID=8YFLogxK
U2 - 10.1080/00913367.2017.1281780
DO - 10.1080/00913367.2017.1281780
M3 - Article
AN - SCOPUS:85011805093
VL - 46
SP - 178
EP - 192
JO - Journal of Advertising
JF - Journal of Advertising
SN - 0091-3367
IS - 1
ER -