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

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.