On Building BetterConstruct Measures:Implications of a General Hierarchical Model

摘要

Four problems occur in the scale development process: (a) defining theconstruct, (b) drawing items from multiple domains, (c) identifyingdimensions, and (d) showing nomological validity. In order to minimizethese problems, the authors propose a general hierarchical model(GHM) that provides an organizational structure for placing many ofthe individual difference constructs used in marketing and consumerbehavior. Three principles, which were derived from the GUM, add tothe current scale development paradigm: (a) Define and test the con-struct within a hierarchical network that includes antecedents andconsequences, (b) define and test the construct's dimensionality, and(c) match the construct's items to its level in the hierarchical system.By using these steps in scale development, researchers can build moreprecise measures possessing higher levels of validity and reliability.