The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs

By L. Bergkvist, John R. Rossiter. 2007

3,029 citations recorded by the source corpus.

This study compares the predictive validity of single-item and multiple-item measures of attitude toward the ad (AAd) and attitude toward the brand (ABrand), which are two of the most widely measured constructs in marketing. The authors assess the ability of AAd to predict ABrand in copy tests of four print advertisements for diverse new products. There is no difference in the predictive validity of the multiple-item and single-item measures. The authors conclude that for the many constructs in marketing that consist of a concrete singular object and a concrete attribute, such as AAd or ABrand, single-item measures should be used.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/f30f9b2a84bde646c334466dca7c9af131cf46be

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Citations in the corpus

The influence of organizational structure on organizational learning (2011, methodology): “When selecting items, we decided to use only one indicator per latent variable, in line with Bergkvist and Rossiter (2007)”
Roles of Gender, Race, and SES in the College Choice Process Among First-Generation and Nonfirst-Generation Students (2008, background): “Bergkvist and Rossiter (2007), however, argued that multiple items are not necessary if attribute is concrete (by expert judgment).”
The moderating role of social ties on entrepreneurs' depressed affect and withdrawal intentions in response to economic stress (2012, background): “Note that shorter scales, when available, have gained widespread acceptance across literatures such as marketing (e.g., Bergkvist & Rossiter, 2007; Drolet & Morrison, 2001) and organizational behavior (Wanous, Reichers, & Hudy, 1997) to measure specific constructs (e.g., job satisfaction).”
Why Are International Visitors More Satisfied with the Tourism Experience? The Role of Hedonic Value, Escapism, and Psychic Distance (2020, methodology): “Following the procedure recommended by Bergkvist and Rossiter (2007), we selected items that exhibited the highest content validity.”
Growing Followers: Exploring the Effects of Leader Humility on Follower Self‐Expansion, Self‐Efficacy, and Performance (2018, neutral): “, 1992; Gino and Galinsky, 2012) and scholars have examined the equal predictive validity between multiple-item and single-item measures (Bergkvist and Rossiter, 2007), a singleitem measure is still a concern due to the lack of reliability testing.”
The moderating impact of internal social exchange processes on the entrepreneurial orientation–performance relationship (2010, result): “These results, together with arguments that common method bias is less prevalent in studies that use highly educated respondents and multi-item scales (Bergkvist and Rossiter, 2007) or focus on”
A new model of how celebrity endorsements work: attitude toward the endorsement as a mediator of celebrity source and endorsement effects (2016, background): “& Like fairly much & Like very much ABRAND Thinking about the [BRAND], which of the following statements best describes your feeling about it? & I think it is extremely good & I think it is quite good & I think it is slightly good & I think it is neither good nor bad Bergkvist and Rossiter (2009)”