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Measuring latent individual difference variables with a conjoint design and structural equation modeling

Author

Listed:
  • Bert Weijters

    (Ghent University)

  • Berre Deltomme

    (Ghent University)

  • Karen Gorissen

    (Department of Marketing at the Vrije Universiteit Amsterdam)

  • Hans Baumgartner

    (The Pennsylvania State University)

Abstract

Researchers often measure consumers’ responsiveness to a certain attribute (e.g., how much consumers value sustainability in products or low prices). Traditionally, this has been done by using multi-item self-report scales. We propose the use of a rating-based conjoint design analyzed with structural equation modeling as an alternative. To illustrate the approach, we apply it to the measurement of eco-utility. In doing so, we evaluate three likely advantages of the conjoint-based approach relative to traditional self-reports: (a) reduced bias due to Acquiescence Response Style, (b) reduced bias due to socially desirable responding, and (c) enhanced ability to control for the effects of product attributes that may be confounded with the focal attribute (e.g., price may be confounded with sustainability). Our results provide preliminary support for each of the proposed advantages. We conclude with implications for measurement and discuss how the current approach offers new ideas on how to measure latent variables.

Suggested Citation

  • Bert Weijters & Berre Deltomme & Karen Gorissen & Hans Baumgartner, 2024. "Measuring latent individual difference variables with a conjoint design and structural equation modeling," Marketing Letters, Springer, vol. 35(2), pages 245-257, June.
    • Handle: RePEc:kap:mktlet:v:35:y:2024:i:2:d:10.1007_s11002-023-09695-2
    DOI: 10.1007/s11002-023-09695-2
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    References listed on IDEAS

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    1. Alain De Beuckelaer & Bert Weijters & Anouk Rutten, 2010. "Using ad hoc measures for response styles: a cautionary note," Quality & Quantity: International Journal of Methodology, Springer, vol. 44(4), pages 761-775, June.
    2. Jessica Aschemann-Witzel & Stephan Zielke, 2017. "Can't Buy Me Green? A Review of Consumer Perceptions of and Behavior Toward the Price of Organic Food," Journal of Consumer Affairs, Wiley Blackwell, vol. 51(1), pages 211-251, March.
    3. Paul E. Green & Abba M. Krieger & Yoram Wind, 2001. "Thirty Years of Conjoint Analysis: Reflections and Prospects," Interfaces, INFORMS, vol. 31(3_supplem), pages 56-73, June.
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