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Assessing indicant directionality of a media consumption construct using confirmatory tetrad analysis

Wilson, Bradley, Vocino, Andrea, Stella, Jason and Adam, Stewart 2008, Assessing indicant directionality of a media consumption construct using confirmatory tetrad analysis, in ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat, Promaco Conventions, Canning Bridge, W.A., pp. 1-8.

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Title Assessing indicant directionality of a media consumption construct using confirmatory tetrad analysis
Author(s) Wilson, Bradley
Vocino, Andrea
Stella, Jason
Adam, Stewart
Conference name Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Conference location Olympic Park, Sydney, N.S.W.
Conference dates 1-3 December 2008
Title of proceedings ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat
Editor(s) Spanjaard, Daniela
Denize, Sara
Sharma, Neeru
Publication date 2008
Conference series Australian and New Zealand Marketing Academy Conference
Start page 1
End page 8
Publisher Promaco Conventions
Place of publication Canning Bridge, W.A.
Summary When 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.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 9781863081443
1863081445
Language eng
Field of Research 150506 Marketing Theory
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2008, ANZMAC
Persistent URL http://hdl.handle.net/10536/DRO/DU:30018177

Document type: Conference Paper
Collections: School of Management and Marketing
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