Addressing Endogeneity in Marketing Models

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Structural model robustness checks in PLS-SEM (2020, background): “Consequently, the coefficient estimates from standard regression analyses are biased, thereby becoming causally uninterpretable and potentially triggering type I and type II errors (Papies et al., 2016).”
Addressing Endogeneity in International Marketing Applications of Partial Least Squares Structural Equation Modeling (2018, methodology): “Two broad statistical approaches have been developed to examine the presence of endogeneity: the instrumental variable (IV) approach and IV-free approaches (Papies, Ebbes, and van Heerde 2017).”
App Popularity: Where in the World are Consumers Most Sensitive to Price and User Ratings? (2018, methodology): “This method is known as auxiliary regression (Papies, Ebbes, and Van Heerde 2017).”
Endogeneity and marketing strategy research: an overview (2019, background): “As far as we can tell at this point no general R package exists for the implementation of the control function approach.9 Appropriate use The control function approach is generally well suited to addressing endogeneity when the dependent variable is non-continuous (Papies et al. 2017).”