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.
Australian and New Zealand Marketing Academy Conference
Start page
1
End page
8
Total pages
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
Socio Economic Objective
970115 Expanding Knowledge in Commerce, Management, Tourism and Services
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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.