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Measuring latent individual difference variables with a conjoint design and structural equation modeling

(2024) MARKETING LETTERS. 35(2). p.245-257
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Abstract
Researchers often measure consumers' responsiveness to a certain attribute (e.g., how much consumers value sustainability in products or low prices). Traditionally, this has been done by using multi-item self-report scales. We propose the use of a rating-based conjoint design analyzed with structural equation modeling as an alternative. To illustrate the approach, we apply it to the measurement of eco-utility. In doing so, we evaluate three likely advantages of the conjoint-based approach relative to traditional self-reports: (a) reduced bias due to Acquiescence Response Style, (b) reduced bias due to socially desirable responding, and (c) enhanced ability to control for the effects of product attributes that may be confounded with the focal attribute (e.g., price may be confounded with sustainability). Our results provide preliminary support for each of the proposed advantages. We conclude with implications for measurement and discuss how the current approach offers new ideas on how to measure latent variables.
Keywords
Marketing, Economics and Econometrics, Business and International Management, Structural Equation Modeling, Conjoint Analysis, Eco-utility, Individual, Differences, Measurement, BEHAVIOR, PERCEPTIONS, GREEN, PRICE

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MLA
Weijters, Bert, et al. “Measuring Latent Individual Difference Variables with a Conjoint Design and Structural Equation Modeling.” MARKETING LETTERS, vol. 35, no. 2, 2024, pp. 245–57, doi:10.1007/s11002-023-09695-2.
APA
Weijters, B., Deltomme, B., Gorissen, K., & Baumgartner, H. (2024). Measuring latent individual difference variables with a conjoint design and structural equation modeling. MARKETING LETTERS, 35(2), 245–257. https://doi.org/10.1007/s11002-023-09695-2
Chicago author-date
Weijters, Bert, Berre Deltomme, Karen Gorissen, and Hans Baumgartner. 2024. “Measuring Latent Individual Difference Variables with a Conjoint Design and Structural Equation Modeling.” MARKETING LETTERS 35 (2): 245–57. https://doi.org/10.1007/s11002-023-09695-2.
Chicago author-date (all authors)
Weijters, Bert, Berre Deltomme, Karen Gorissen, and Hans Baumgartner. 2024. “Measuring Latent Individual Difference Variables with a Conjoint Design and Structural Equation Modeling.” MARKETING LETTERS 35 (2): 245–257. doi:10.1007/s11002-023-09695-2.
Vancouver
1.
Weijters B, Deltomme B, Gorissen K, Baumgartner H. Measuring latent individual difference variables with a conjoint design and structural equation modeling. MARKETING LETTERS. 2024;35(2):245–57.
IEEE
[1]
B. Weijters, B. Deltomme, K. Gorissen, and H. Baumgartner, “Measuring latent individual difference variables with a conjoint design and structural equation modeling,” MARKETING LETTERS, vol. 35, no. 2, pp. 245–257, 2024.
@article{01H81M2N73XYT9QDGNBQV5XJ4K,
  abstract     = {{Researchers often measure consumers' responsiveness to a certain attribute (e.g., how much consumers value sustainability in products or low prices). Traditionally, this has been done by using multi-item self-report scales. We propose the use of a rating-based conjoint design analyzed with structural equation modeling as an alternative. To illustrate the approach, we apply it to the measurement of eco-utility. In doing so, we evaluate three likely advantages of the conjoint-based approach relative to traditional self-reports: (a) reduced bias due to Acquiescence Response Style, (b) reduced bias due to socially desirable responding, and (c) enhanced ability to control for the effects of product attributes that may be confounded with the focal attribute (e.g., price may be confounded with sustainability). Our results provide preliminary support for each of the proposed advantages. We conclude with implications for measurement and discuss how the current approach offers new ideas on how to measure latent variables.}},
  author       = {{Weijters, Bert and Deltomme, Berre and Gorissen, Karen and Baumgartner, Hans}},
  issn         = {{0923-0645}},
  journal      = {{MARKETING LETTERS}},
  keywords     = {{Marketing,Economics and Econometrics,Business and International Management,Structural Equation Modeling,Conjoint Analysis,Eco-utility,Individual,Differences,Measurement,BEHAVIOR,PERCEPTIONS,GREEN,PRICE}},
  language     = {{eng}},
  number       = {{2}},
  pages        = {{245--257}},
  title        = {{Measuring latent individual difference variables with a conjoint design and structural equation modeling}},
  url          = {{http://doi.org/10.1007/s11002-023-09695-2}},
  volume       = {{35}},
  year         = {{2024}},
}

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