Perspectives: Four steps toward more valid and comparable self-report measures in advertising research^*

References

• Aaker, D.A., and D.E. Bruzzone. 1985. Causes of irritation in advertising. Journal of Marketing 49, no. 2: 47–57.
   Web of Science ®Google Scholar
• Antioco, M., D. Smeesters, and A. Le Boedec. 2012. Take your pick: Kate moss or the girl next door? the effectiveness of cosmetics advertising. Journal of Advertising Research 52, no. 1: 15–30.
   Web of Science ®Google Scholar
• Bergkvist, L. 2015. Appropriate use of Single-Item measures is here to stay. Marketing Letters 26, no. 3: 245–55.
   Web of Science ®Google Scholar
• Bergkvist, L., and T. Langner. 2017. Construct measurement in advertising research. Journal of Advertising 46, no. 1: 129–40.
   Web of Science ®Google Scholar
• Bergkvist, L., and T. Langner. in press. Construct heterogeneity and proliferation in advertising research. International Journal of Advertising. DOI: 10.1080/02650487.2019.1622345.
   Web of Science ®Google Scholar
• Besharat, A., A. Kumar, J.R. Lax, and E.J. Rydzik. 2013. Leveraging virtual attribute experience in video games to improve Brand recall and learning. Journal of Advertising 42, no. 2–3: 170–82.
   Web of Science ®Google Scholar
• Burke, M.C., and J.A. Edell. 1989. The impact of feelings on Ad-based affect and cognition. Journal of Marketing Research 26, no. 1: 69–83.
   Web of Science ®Google Scholar
• Cabooter, E., B. Weijters, M. Geuens, and I. Vermeir. 2016. Scale format effects on response option interpretation and use. Journal of Business Research 69, no. 7: 2574–84.
   Web of Science ®Google Scholar
• Campbell, D.T., and D.W. Fiske. 1959. Convergent and discriminant validation by the multitrait-multimethod matrix. Psychological Bulletin 56, no. 2: 81–105.
   PubMed Web of Science ®Google Scholar
• Chang, C. 2014. When new commercials do not meet expectations. Journal of Advertising 43, no. 4: 359–70.
   Web of Science ®Google Scholar
• Choi, H., H.-J. Paek, and K. W. King. 2012. Are nutrient-content claims always effective? Match-up effects between product type and claim type in food advertising. International Journal of Advertising 31, no. 2: 421–43.
   Web of Science ®Google Scholar
• Churchill, G.A. Jr. 1979. A paradigm for developing better measures of marketing constructs. Journal of Marketing Research 16, no. 1: 64–73.
   Web of Science ®Google Scholar
• Cliff, N. 1959. Adverbs as multipliers. Psychological Review 66, no. 1: 27–44.
   PubMed Web of Science ®Google Scholar
• Cronbach, L.J., and P.E. Meehl. 1955. Construct validity in psychological tests. Psychological Bulletin 52, no. 4: 281–302.
   PubMed Web of Science ®Google Scholar
• DeVellis, R.F. 2003. Scale development. 2nd ed., Vol. 26. Newbury Park, CA: Sage Publications.
   Google Scholar
• Drolet, A.L., and D.G. Morrison. 2001. Do we really need multiple-item measures in service research? Journal of Service Research 3, no. 3: 196–204.
   Google Scholar
• Eutsler, J., and B. Lang. 2015. Rating scales in accounting research: The impact of scale points and labels. Behavioral Research in Accounting 27, no. 2: 35–51.
   Web of Science ®Google Scholar
• Fornell, C., and D.F. Larcker. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18, no. 1: 39–50.
   Web of Science ®Google Scholar
• Geuens, M., and P. De Pelsmacker. 2017. Planning and conducting experimental advertising research and questionnaire design. Journal of Advertising 46, no. 1: 83–100.
   Web of Science ®Google Scholar
• Geyskens, I., J.-B.E.M. Steenkamp, and N. Kumar. 1998. Generalizations about trust in marketing channel relationships using Meta-Analysis. International Journal of Research in Marketing 15, no. 3: 223–90.
   Web of Science ®Google Scholar
• Gillespie, B., J. Joireman, and D.D. Muehling. 2012. The moderating effect of ego depletion on viewer Brand recognition and Brand attitudes following exposure to subtle versus blatant product placements in television programs. Journal of Advertising 41, no. 2: 55–65.
   Web of Science ®Google Scholar
• Harrison, D.A., M.E. McLaughlin, and T.M. Coalter. 1996. Context, cognition, and common method variance: Psychometric and verbal protocol evidence. Organizational Behavior and Human Decision Processes 68, no. 3: 246–61.
   Web of Science ®Google Scholar
• Heise, D.R. 1969. Some methodological issues in semantic differential research. Psychological Bulletin 72, no. 6: 406–22.
   Web of Science ®Google Scholar
• Hunt, S.D. 1990. Truth in marketing theory and research. Journal of Marketing 54, no. 3: 1–15.
   Web of Science ®Google Scholar
• Jacoby, J. 1978. Consumer research: A state of the art review. Journal of Marketing 42: 87–96.
   Web of Science ®Google Scholar
• Kinard, B.R., and K.B. Hartman. 2013. Are you entertained? The impact of Brand integration and Brand experience in Television-Related advergames. Journal of Advertising 42, no. 2–3: 196–203.
   Web of Science ®Google Scholar
• Lin, H.-F., and F. Shen. 2012. Regulatory focus and attribute framing: Evidence of compatibility effects in advertising. International Journal of Advertising 31, no. 1: 169–88.
   Web of Science ®Google Scholar
• Ljung, M. 1974. Some remarks on antonymy. Language 50, no. 1: 74–88.
   Web of Science ®Google Scholar
• MacKenzie, S.B., and R.J. Lutz. 1989. An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing 53, no. 2: 48–65.
   Web of Science ®Google Scholar
• Mantonakis, A., N. Schwarz, A. Wudarzewski, and C. Yoon. 2017. Malleability of taste perception: Biasing effects of rating scale format on taste recognition, product evaluation, and willingness to pay. Marketing Letters 28, no. 2: 293–303.
   Web of Science ®Google Scholar
• Nunnally, J.C., and I.H. Bernstein. 1994. Psychometric theory. 3rd ed. New York: McGraw-Hill.
   Google Scholar
• Osgood, C.E., G.J. Suci, and P.H. Tannenbaum. 1957. The measurement of meaning. Urbana, IL: University of Illinois press.
   Google Scholar
• Pfeffer, J. 1993. Barriers to the advance of organizational science: Paradigm development as a dependent variable. The Academy of Management Review 18, no. 4: 599–620.
   Web of Science ®Google Scholar
• Rigdon, E.E., K.J. Preacher, N. Lee, R.D. Howell, G.R. Franke, and D. Borsboom. 2011. Avoiding measurement dogma: A response to Rossiter. European Journal of Marketing 45, no. 11/12: 1589–600.
   Web of Science ®Google Scholar
• Rossiter, J.R. 2002. The C-OAR-SE procedure for scale development in marketing. International Journal of Research in Marketing 19, no. 4: 305–35.
   Web of Science ®Google Scholar
• Rossiter, J.R. 2011a. Marketing measurement revolution: The C-OAR-SE method and why it must replace psychometrics. European Journal of Marketing 45, no. 11/12: 1561–88.
   Web of Science ®Google Scholar
• Rossiter, J.R. 2011b. Measurement for the social sciences: The C-OAR-SE method and why it must replace psychometrics. Berlin: Springer.
   Google Scholar
• Rossiter, J.R., and L. Bergkvist. 2009. The importance of choosing one good item for single-item measures and its generalization to all measures. Transfer Werbeforschung & Praxis 55, no. 2: 8–18.
   Google Scholar
• Rotstein, C., and Y. Winter. 2004. Total adjectives vs. partial adjectives: Scale structure and higher-order modifiers. Natural Language Semantics 12, no. 3: 259–88.
   Google Scholar
• Schuman, H., G. Kalton, and J. Ludwig. 1983. Context and contiguity in survey questionnaires. Public Opinion Quarterly 47, no. 1: 112–5.
   Web of Science ®Google Scholar
• Schwarz, N. 1999. Self-Reports: How the questions shape the answers. American Psychologist 54, no. 2: 93–105.
   Web of Science ®Google Scholar
• Schwarz, N., and F. Strack. 1991. Context effects in attitude surveys: Applying cognitive theory to social research. European Review of Social Psychology 2, no. 1: 31–50.
   Google Scholar
• Schwarz, N., and D. Oyserman. 2001. Asking questions about behavior: Cognition, communication, and questionnaire construction. American Journal of Evaluation 22, no. 2: 127–60.
   Web of Science ®Google Scholar
• Schwarz, N., B. Knäuper, H.-J. Hippler, E. Noelle-Neumann, and L. Clark. 1991. Rating scales: Numeric values may change the meaning of scale labels. Public Opinion Quarterly 55, no. 4: 570–82.
   Web of Science ®Google Scholar
• Segev, S., W. Wang, and J. Fernandes. 2014. The effects of Ad-Context congruency on responses to advertising in blogs: Exploring the role of issue involvement. International Journal of Advertising 33, no. 1: 17–36.
   Web of Science ®Google Scholar
• Shanahan, K.J., C.D. Hopkins, L. Carlson, and M.A. Raymond. 2012. Depictions of self-inflicted versus blameless victims for nonprofits employing print advertisements. Journal of Advertising 41: 55–74.
   Web of Science ®Google Scholar
• Smit, E.G., P.C. Neijens, and R. Heath. 2013. The differential effects of position, ad and reader characteristics on readers' processing of newspaper ads. International Journal of Advertising 32, no. 1: 65–84.
   Web of Science ®Google Scholar
• Swani, K., M.G. Weinberger, and C.S. Gulas. 2013. The impact of violent humor on adverstising success: A general perspective. Journal of Advertising 42, no. 4: 308–19.
   Web of Science ®Google Scholar
• Tourangeau, R., and K.A. Rasinski. 1988. Cognitive processes underlying context effects in attitude measurement. Psychological Bulletin 103, no. 3: 299–314.
   Web of Science ®Google Scholar
• Tucker, E.M., N.J. Rifon, E.M. Lee, and B.B. Reece. 2012. Consumer receptivity to green ads: A test of green claim types and the role of individual consumer characteristics for green ad response. Journal of Advertising 41, no. 4: 9–23.
   Web of Science ®Google Scholar
• Viswanathan, M., S. Sudman, and M. Johnson. 2004. Maximum versus meaningful discrimination in scale response: Implications for validity of measurement of consumer perceptions about products. Journal of Business Research 57, no. 2: 108–25.
   Web of Science ®Google Scholar
• Voorhees, C.M., M.K. Brady, R.J. Calantone, and E. Ramirez. 2016. Discriminant validity testing in marketing: an analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science 44, no. 1: 119–34.
   Web of Science ®Google Scholar
• Waiguny, M.K.J., M.R. Nelson, and B. Marko. 2013. How advergame content influences explicit and implicit brand attitudes: When violence spills over. Journal of Advertising 42, no. 2–3: 155–69.
   Web of Science ®Google Scholar
• Wang, A., and D.D. Muehling. 2012. The moderating influence of brand status and source confirmation on third-party endorsement effects in advertising. International Journal of Advertising 31, no. 3: 605–22.
   Web of Science ®Google Scholar
• Weijters, B., M. Geuens, and H. Baumgartner. 2013. The effect of familiarity with the response category labels on item response to Likert scales. Journal of Consumer Research 40, no. 2: 368–81.
   Web of Science ®Google Scholar
• Wells, W.D., and G. Smith. 1960. Four semantic rating scales compared. Journal of Applied Psychology 44, no. 6: 393–7.
   Web of Science ®Google Scholar
• Wyatt, R.C., and L.S. Meyers. 1987. Psychometric properties of four 5-Point Likert type response scales. Educational and Psychological Measurement 47, no. 1: 27–35.
   Web of Science ®Google Scholar
• Yoon, H.J., and S.F. Tinkham. 2013. Humorous threat persuasion in advertising: the effects of humor, threat intensity, and issue involvement. Journal of Advertising 42, no. 1: 30–41.
   Web of Science ®Google Scholar
• Yoon, H.J., and J. M. Mayer. 2014. Do humour and threat work well together? The moderating effect of need for cognition in humorous threat persuasion advertisements. International Journal of Advertising 33: 725–40.
   Web of Science ®Google Scholar