Journal
JOURNAL OF ADVERTISING RESEARCH
Volume 58, Issue 2, Pages 218-227Publisher
ADVERTISING RESEARCH FOUNDATION
DOI: 10.2501/JAR-2017-001
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Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures. But when constructs such as brand attitude, attitude toward the advertisement, and attitude toward behaviors are double concrete-with a clear, singular meaning in which the object being rated also is clear and singularly identifiable-a single-item measure suffices (Rossiter, 2011). Using the results of 189 advertising studies, the authors found no difference in effect sizes when the double-concrete dependent variables were measured with single or multiple items-which means data collection is more efficient and less tedious. That is good news for advertising researchers in an era of ever-decreasing response rates and attention spans of respondents.
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