Assessing indicant directionality of a media consumption construct using conifrmatory tetrad analysis

Wilson, B, Vocino, A, Jason, S and Adam, S 2008, 'Assessing indicant directionality of a media consumption construct using conifrmatory tetrad analysis', in Spanjaard, D., Denize. S., & Sharma., S (ed.) Proceedings of 2009 ANZMAC Conference, Sydney, 1 - 3 December 2008.


Document type: Conference Paper
Collection: Conference Papers

Title Assessing indicant directionality of a media consumption construct using conifrmatory tetrad analysis
Author(s) Wilson, B
Vocino, A
Jason, S
Adam, S
Year 2008
Conference name Australian and New Zealand Marketing Academy Conference. Marketing: Shifting the Focus from Mainstream to Offbeat
Conference location Sydney
Conference dates 1 - 3 December 2008
Proceedings title Proceedings of 2009 ANZMAC Conference
Editor(s) Spanjaard, D., Denize. S., & Sharma., S
Publisher Australian and New Zealand Marketing Academy (ANZMAC)
Place of publication Sydney
Abstract 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
Subjects Information Systems not elsewhere classified
Keyword(s) Measurement and Evaluation
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