CAD is a measurement instrument developed specifically for marketing research. An empirical assessment of reliability and validity raises some questions about its usefulness in its present form.
Get full access to this article
View all access options for this article.
References
1.
BagozziRichard P. “Convergent and Discriminant Validity by Analysis of Covariance Structures: The Case of the Affective Behavioral, and Cognitive Components of Attitude,” Proceedings, Fourth Annual Conference, Association for Consumer Research, 1976, 11–18.
2.
CampbellDonald T. and FiskeDonald W. “Convergent and Discriminant Validation by the Multitrait-Multimethod Matrix,” Psychological Bulletin, 56 (1959), 81–105.
3.
CohenJoel B. “An Interpersonal Orientation to the Study of Consumer Behavior,” Journal of Marketing Research, 4 (August 1967), 270–7.
4.
CohenJoel B. “Interpersonal Response Traits and Consumer Behavior,” unpublished doctoral dissertation, University of California, Los Angeles, 1966.
5.
CronbachL. J.Essentials of Psychological Testing, 2nd ed. New York: Harper and Row, 1960.
6.
EngelJames F., KollatDavid T., and BlackwellRoger D.Consumer Behavior, 2nd ed. New York: Holt, Rinehart, and Winston, Inc., 1973.
7.
HeelerRoger M. and RayMichael L. “Measure Validation in Marketing,” Journal of Marketing Research, 9 (November 1972), 361–70.
8.
HeelerRoger M., WhippleThomas W., and HustadThomas P. “Maximum Likelihood Factor Analysis of Attitude Data,” Journal of Marketing Research, 14 (February 1977), 42–51.
9.
HorneyKaren B.Our Inner Conflicts. New York: W. W. Norton and Co., Inc., 1945.
10.
KassarjianHarold H. “Personality and Consumer Behavior: A Review,” Journal of Marketing Research, 8 (November 1971), 409–18.
11.
KerlingerFred N.Foundations of Behavioral Research, 2nd ed. New York: Holt, Rinehart, and Winston, Inc., 1973.
12.
KernanJerome B. “The CAD Instrument in Behavioral Diagnosis,” Proceedings, Second Annual Conference, Association for Consumer Research, 1971, 307–12.
13.
NunnallyJum C.Psychometric Theory. New York: McGraw-Hill Book Company, Inc., 1967.
14.
RummelR. J.Applied Factor Analysis. Evanston, Illinois: Northwestern University Press, 1970.
15.
Statistical Package for the Social Sciences, 2nd ed. Batch Release 7.0 Update Manual. New York: McGraw-Hill Book Company, Inc., 1977.
16.
WellsWilliam D. and BeardArthur D. “Personality and Consumer Behavior,” in WardScott and RobertsonThomas S., eds., Consumer Behavior: Theoretical Sources. Englewood Cliffs, New Jersey: Prentice-Hall, Inc., 1973, 141–99.
