Measure Validation in Marketing

Many of the controversies in marketing science in the past have revolved around particular consumer behavior variables such as attitudes, risk avoidance, opinion leadership, brand loyalty, commitment, innovativeness, price sensitivity, social class, lifestyle constructs, motives, images, and the hierarchy effects. They may have been pseudo-controversies due to inadequate measure validation. This paper shows how measure validity may be tested and how valuable information for theory, measure development and applications may be derived in the process. New forms of multitrait-multimethod matrices and analysis techniques are demonstrated in reanalyses of several studies.