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Multitrait-Multimethod Matrices in Consumer Research


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  • Bagozzi, Richard P
  • Yi, Youjae
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    This article examines three alternative procedures for analyzing multitrait-multimethod matrices: the Campbell-Fiske procedure, confirmatory factor analysis, and the direct product model. The implicit assumptions, as well as the strengths and weaknesses, of each approach are presented and their implications discussed. It is proposed that one should carefully examine model assumptions, individual parameters, and various diagnostic indicators, as well as overall model fits. The implications of these recommendations are illustrated through reanalyses of data from earlier studies of consumer behavior. Potentially misleading conclusions in these studies are corrected in demonstrations of the three procedures. The results show that methods often have multiplicative effects, a finding that supports the direct product model, which has not been previously used in consumer research. The need for multiple-method, multiple-measure approaches to research is highlighted by examining the limitations of single-method, single-measure approaches to theory testing. Copyright 1991 by the University of Chicago.

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 17 (1991)
    Issue (Month): 4 (March)
    Pages: 426-39

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    Handle: RePEc:ucp:jconrs:v:17:y:1991:i:4:p:426-39

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    2. Olivier Boiral & Pascal Paillé, 2012. "Organizational Citizenship Behaviour for the Environment: Measurement and Validation," Journal of Business Ethics, Springer, vol. 109(4), pages 431-445, September.
    3. Lee, Hanjoon & Park, TaeKyu & Moon, Hyoung Koo & Yang, YongHee & Kim, Chankon, 2009. "Corporate philanthropy, attitude towards corporations, and purchase intentions: A South Korea study," Journal of Business Research, Elsevier, vol. 62(10), pages 939-946, October.
    4. Fakhraddin Maroofi & Mohammad Nazaripour & Shahoo Maaznezhad, 2012. "Investigating the Service Brand, Customers Value and its Perspective," International Journal of Academic Research in Accounting, Finance and Management Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Accounting, Finance and Management Sciences, vol. 2(4), pages 102-118, October.
    5. Lee, Sanghyun & Dubinsky, Alan J. & Kim, Juyoung, 2013. "Measuring mediating factors in the use of interpersonal sensitivity in organizations," Journal of Business Research, Elsevier, vol. 66(9), pages 1285-1291.
    6. Bagozzi, Richard P. & Yi, Youjae & Nassen, Kent D., 1998. "Representation of measurement error in marketing variables: Review of approaches and extension to three-facet designs," Journal of Econometrics, Elsevier, vol. 89(1-2), pages 393-421, November.
    7. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    8. Park, Jongchul & Lee, Hanjoon & Kim, Chankon, 2014. "Corporate social responsibilities, consumer trust and corporate reputation: South Korean consumers' perspectives," Journal of Business Research, Elsevier, vol. 67(3), pages 295-302.
    9. Volle, Pierre & Charfi, Ahmed Anis, 2011. "Valeur perçue et comportements en ligne en état d'immersion: le rôle modérateur de l'implication et de l'expertise," Economics Papers from University Paris Dauphine 123456789/6813, Paris Dauphine University.
    10. Sandrine Emin, 2006. "La création d’entreprise:une perspective attractive pour les chercheurs publics?," Revue Finance Contrôle Stratégie,, vol. 9(3), pages 39-65, September.


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