Reflections on discriminant validity: Reexamining the Bove et al. (2009) findings |
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| Authors: | Edward Shiu Simon J Pervan Liliana L Bove Sharon E Beatty |
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| Institution: | a Department of Marketing, 173 Cathedral Street, University of Strathclyde, Glasgow, Scotland, United Kingdomb Graduate College of Management, PO Box 42, Southern Cross University, Tweed Heads, NSW, 2482, Australiac Department of Management and Marketing, 198 Berkeley Street, The University of Melbourne, Victoria, 3010, Australiad Culverhouse College of Commerce & Business Administration, P.O. Box 870225, University of Alabama, Tuscaloosa, AL 35487-0225, USA |
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| Abstract: | Bove, Pervan, Beatty and Shiu (2009) develop and test a latent variable model of the role of service workers in encouraging helpful behaviors by customers towards the service business (OCBs). Farrell (2010) questions these findings due to an incorrect application of the Fornell and Larcker (1981) discriminant validity test. The authors respond to Farrell's criticism by discussing the options available for assessing discriminant validity, the current use of these options in top journals, the underlying assumptions of these assessments, and the appropriateness of the alternative assessments under different types of situations. Finally, the authors address the specific concerns raised in Farrell (2010) in regard to Bove et al. (2009). |
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| Keywords: | Discriminant validity Average variance extracted Latent variable modeling Customer citizenship behavior |
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