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Abstract

Cette recherche compare les validités prédictives des mesures mono-item et multi-items de l'attitude envers la publicité (A_Pub) et de l'attitude envers la marque (A_Marq), qui font partie des construits les plus mesurés en marketing. Les auteurs évaluent la capacité de A_Pub à prédire A_Marq dans des tests de quatre publicités presse concernant différents nouveaux produits. Aucune différence n'est trouvée dans les validités prédictives des mesures mono- et multi-items. Les auteurs concluent que, pour les nombreux construits marketing constitués d'un objet concret unique et d'un attribut concret, tels que A_Pub et A_Marq, des mesures mono-item doivent être utilisées.

Keywords

Attitude vis-à-vis d'une publicité attitude vis-à-vis d'une marque mesures à un seul item comparées à plusieurs items

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Comparaison des validités prédictives des mesures d'un même construit des échelles mono-item et des échelles multi-items

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