Partial Least Squares (PLS) Structural Equation Modeling (SEM) for Building and Testing Behavioral Causal Theory: When to Choose It and How to Use It

Problem: Partial least squares (PLS), a form of structural equation modeling (SEM), can provide much value for causal inquiry in communication-related and behavioral research fields. Despite the wide availability of technical information on PLS, many behavioral and communication researchers often do not use PLS in situations in which it could provide unique theoretical insights. Moreover, complex models comprising formative (causal) and reflective (consequent) constructs are now common in behavioral research, but they are often misspecified in statistical models, resulting in erroneous tests. Key concepts: First-generation (1G) techniques, such as correlations, regressions, or difference of means tests (such…