Common Method Variance in Advertising Research: When to Be Concerned and How to Control for It

被引：199

作者：

Malhotra, Naresh K. ^{[1
,2
]}

Schaller, Tracey King ^{[3
]}

Patil, Ashutosh ^{[4
]}

机构：

[1] Georgia Inst Technol, Georgia Tech CIBER, Atlanta, GA 30308 USA

[2] Georgia Inst Technol, Scheller Coll Business, 800 West Peachtree St NW, Atlanta, GA 30308 USA

[3] Georgia Gwinnett Coll, Sch Business, Mkt, Lawrenceville, GA USA

[4] Univ Missouri, Robert J Trulaske Sr Coll Business, Mkt, Columbia, MO USA

来源：

JOURNAL OF ADVERTISING | 2017年 / 46卷 / 01期

关键词：

SELF-REPORTED AFFECT; MULTITRAIT-MULTIMETHOD MATRICES; ASSESSING CONSTRUCT-VALIDITY; CFA MARKER TECHNIQUE; METHOD BIAS; ORGANIZATIONAL-RESEARCH; BIG; PROCEDURAL REMEDIES; BEHAVIOR RESEARCH; RESEARCH DESIGNS;

D O I：

10.1080/00913367.2016.1252287

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

In this article we discuss and analyze the critical issues related to common method variance (CMV) that are particularly relevant to advertising research and recommend best practices for assessing the effects of CMV in this domain. Specifically, we cover the development of CMV as a domain-specific methodological concern and the underlying sources of CMV that are likely to operate in cross-sectional survey-based studies in the field of advertising. We discuss in detail the available procedural and statistical techniques that can be applied to control for and/or measure the effects of sources of CMV in a single study and across research domains. In addition, we provide a critical look at how these techniques have been employed in past research and make recommendations for future examinations of CMV in advertising research.

引用

页码：193 / 212

页数：20

共 93 条

[1] Information privacy in organizations: Empowering creative and extrarole performance [J].

Alge, BJ ;

Ballinger, GA ;

Tangirala, S ;

Oakley, JL .

JOURNAL OF APPLIED PSYCHOLOGY, 2006, 91 (01) :221-232

[2]

[Anonymous], 2007, P ANN M SOC IND ORG

[3]

Bagozzi R.P., 1993, Journal of Consumer Psychology, V2, P143, DOI DOI 10.1016/S1057-7408(08)80022-8

[4] ASSESSING CONSTRUCT-VALIDITY IN ORGANIZATIONAL RESEARCH [J].

BAGOZZI, RP ;

LI, YJ ;

PHILLIPS, LW .

ADMINISTRATIVE SCIENCE QUARTERLY, 1991, 36 (03) :421-458

[5] ASSESSING METHOD VARIANCE IN MULTITRAIT MULTIMETHOD MATRICES - THE CASE OF SELF-REPORTED AFFECT AND PERCEPTIONS AT WORK [J].

BAGOZZI, RP ;

YI, YJ .

JOURNAL OF APPLIED PSYCHOLOGY, 1990, 75 (05) :547-560

[6] ASSESSING CONSTRUCT-VALIDITY IN PERSONALITY-RESEARCH - APPLICATIONS TO MEASURES OF SELF-ESTEEM [J].

BAGOZZI, RP .

JOURNAL OF RESEARCH IN PERSONALITY, 1993, 27 (01) :49-87

[7] Response styles in marketing research: A cross-national investigation [J].

Baumgartner, H ;

Steenkamp, JBEM .

JOURNAL OF MARKETING RESEARCH, 2001, 38 (02) :143-156

[8] The impact of technological and organizational implementation of CRM on customer acquisition, maintenance, and retention [J].

Becker, Jan U. ;

Greve, Goetz ;

Albers, Soenke .

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING, 2009, 26 (03) :207-215

[9] THE BRAND COMMUNICATION EFFECTS OF USING A HEADLINE TO PROMPT THE KEY BENEFIT IN ADS WITH PICTORIAL METAPHORS [J].

Bergkvist, Lars ;

Eiderback, Daniel ;

Palombo, Michaela .

JOURNAL OF ADVERTISING, 2012, 41 (02) :67-75

[10] The ubiquity of common method variance: The case of the Big Five [J].

Biderman, Michael D. ;

Nguyen, Nhung T. ;

Cunningham, Christopher J. L. ;

Ghorbani, Nima .

JOURNAL OF RESEARCH IN PERSONALITY, 2011, 45 (05) :417-429

← 1 2 3 4 5 6 7 8 9 10 →