Business Commons^™

Predictive Validity And Formative Measurement In Structural Equation Modeling: Embracing Practical Relevance, Jan-Michael Becker, Arun Rai, Edward Rigdon

Marketing Faculty Publications

Composite-based methods like partial least squares (PLS) path modeling have an advantage over factor-based methods (like CB-SEM) because they yield determinate predictions, while factor-based methods’ prediction is constrained in this regard by factor indeterminacy. To maximize practical relevance, research findings should extend beyond the study’s own data. We explain how PLS practices, deriving, at least in part, from attempts to mimic factor-based methods, have hamstrung the potential of PLS. In particular, PLS research has focused on parameter recovery and overlooked predictive validity. We demonstrate some implications of considering predictive abilities as a complement to parameter recovery of PLS by reconsidering …

Want To Enroll In A Mooc? No Thanks, My Professors Have Their Own Videos, Enda Mcgovern, Arne Baruca

Marketing Faculty Publications

Purpose: The paper explores how professors, in adopting short digital video lectures as a complementary teaching platform outside the classroom, could better enhance the learning experience for digital natives, i.e. millennial students, in challenging the growth of massive open online courses (MOOC). Specifically, the use of personalized, class-specific, video content made available on YouTube, in which the professor-of-record appears, is examined as a complementary learning platform for students required to read textbook material in preparation for class discussions.

Method / Design and Sample: Students were required to view class-specific digital videos on YouTube and thereafter complete a questionnaire to examine …

Not All Repeat Customers Are The Same: Designing Effective Cross-Selling Promotion On The Basis Of Attitudinal Loyalty And Habit, Yuping Liu-Thompkins, Leona Tam

Marketing Faculty Publications

Not all repeat purchases are created equal. They can be driven by both positive reaction toward a brand (i.e., attitudinal loyalty) and automaticity triggered by non-brand-related contextual cues (i.e., habit). Combining the loyalty literature with recent habit research, the authors suggest ways to distinguish the two drivers of repeat purchase and examine how they affect consumer response to cross-selling promotions. In Study 1, the authors propose a method to derive individual-level habit strength from consumer transaction records and demonstrate the influence of both attitudinal loyalty and habit on repeat purchase. Studies 2a and 2b then show that attitudinal loyalty facilitates …

How Strong Is The Pull Of The Past? Measuring Personal Nostalgia Evoked By Advertising, Altaf Merchant, Kathryn Latour, John B. Ford

Marketing Faculty Publications

Marketers frequently evoke personal nostalgia in their advertising. To date, scales have been developed to measure the propensity to get nostalgic but not the actual dimensions of personal nostalgia. Results from four studies show that advertising-evoked personal nostalgia comprises four correlated but distinct dimensions: past imagery, positive emotions, negative emotions, and physiological reactions. This multidimensional scale showed a high level of validity and reliability. Moreover, due to careful choice of sampling frames, the study demonstrates a high level of external generalizability. Evaluating nostalgia-based advertising using the study's multidimensional scale may provide marketers with strategic insights for developing and fine-tuning advertising …