A Critical Review of Construct Indicators and Measurement Model Misspecification in Marketing and Consumer Research

A review of the literature suggests that few studies use formative indicator measurement models, even though they should. Therefore, the purpose of this research is to (a) discuss the distinction between formative and reflective measurement models, (b) develop a set of conceptual criteria that can be used to determine whether a construct should be modeled as having formative or reflective indicators, (c) review the marketing literature to obtain an estimate of the extent of measurement model misspecification in the field, (d) estimate the extent to which measurement model misspecification biases estimates of the relationships between constructs using a Monte Carlo simulation, and (e) provide recommendations…