vocino-assessingindicant-2008.pdf (116.36 kB)
Assessing indicant directionality of a media consumption construct using confirmatory tetrad analysis
conference contribution
posted on 2008-01-01, 00:00 authored by B Wilson, Andrea VocinoAndrea Vocino, J Stella, Stewart AdamWhen assessing the psychometric properties of measures and estimate relations among latent variables, many studies in the social sciences (including marketing) often fail to comprehensively appraise the directionality of indicants. Such failures can lead to model misspecification and inaccurate parameter estimates (Jarvis et al. 2003). In order to further assess the correct directionality of a ‘media consumption’ construct’s indicants, this paper employs confirmatory tetrad analysis (CTA). Previous studies advocate this construct being best viewed as formative. However, our CTA suggests it could be modelled using a reflective orientation. We then conclude the paper drawing recommendations for future studies advocating that when assessing item directionality researchers should implement pre and post hoc tests.
History
Event
Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)Pagination
1 - 8Publisher
Promaco ConventionsLocation
Olympic Park, Sydney, N.S.W.Place of publication
Canning Bridge, W.A.Start date
2008-12-01End date
2008-12-03ISBN-13
9781863081443ISBN-10
1863081445Language
engNotes
Reproduced with the specific permission of the copyright owner.Publication classification
E1 Full written paper - refereedCopyright notice
2008, ANZMACEditor/Contributor(s)
D Spanjaard, S Denize, N SharmaTitle of proceedings
ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeatUsage metrics
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