Marketing measurement revolution: the C-OAR-SE method and why it must replace psychometrics

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Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses (2018, methodology): “Although the methodological debate over using multiple scale items has been discussed in the literature (Churchill 1979; Rossiter 2011), the use of single-item scales might help future researchers increase response rates, avoid demand effects and hypothesis guessing drawn from larger numbers of…”
Estimation issues with PLS and CBSEM: Where the bias lies! ☆ (2016, background): “Each of these aspects can, in principle, be further broken down into yet more concrete subdimensions (e.g., Rossiter, 2011).”
A Comparative Analysis of Self-Report and Psychophysiological Measures of Emotion in the Context of Tourism Advertising (2018, background): “A single question was appropriate to measure these variables for the research purpose and additionally decreased demand on survey respondents (Dolnicar 2013; Rossiter 2011).”