Tailor-made single-item measures of doubly concrete constructs

Lars Bergkvist and John Rossiter

The present study addresses how to measure three constructs commonly used in advertising research, namely attitude towards the ad, brand attitude and brand purchase intention.

Tailor-made single-item measures of doubly concrete constructs

Lars Bergkvist and John Rossiter

Introduction

Multiple-item measures of all constructs have been the norm in academic marketing research, including research on advertising, for the last 30 years. Recent research challenges this norm on theoretical grounds for not being applicable to all types of constructs of interest in the social sciences (Rossiter 2002) as well as on empirical grounds (Drolet & Morrison 2001; Bergkvist & Rossiter 2007). Specifically, Rossiter (2002) argues that single-item measures provide valid measurement of ‘doubly concrete’ constructs - that is, constructs for which both the object of measurement and...

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