Single versus multiple measurement of attitudes: A meta-analysis of advertising studies validates the single-item measure approach
Lawrence Ang and Martin Eisend
Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.
Ang and Eisend
MANAGEMENT SLANT
- Studies that use single-item measures do not differ in effect size from those that
use multiple-item measures.
- The number of items used to measure attitudes does not influence the effect of the
independent variables on attitudes.