The Predictive Validity of Multiple-Item versus Single-Item Measures of the Same Constructs

Abstract

This study compares the predictive validity of single-item and multiple-item measures of attitude toward the ad (A Ad ) and attitude toward the brand (A Brand ), which are two of the most widely measured constructs in marketing. The authors assess the ability of A Ad to predict A Brand in copy tests of four print advertisements for diverse new products. There is no difference in the predictive validity of the multiple-item and single-item measures. The authors conclude that for the many constructs in marketing that consist of a concrete singular object and a concrete attribute, such as A Ad or A Brand , single-item measures should be used.