UnidentifiableRelationshipsinConceptualMarkFeb212001
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UnidentifiableRelationshipsinConceptualMarkFeb212001
James D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model is UnidentifiableRelationshipsinConceptualMarkFeb212001s unidentifiable, but It appears marketing scholars do not regularly check identification before estimation. To confirm this, all conceptual models published in the Journal of Marketing from 1995 to 1999 are analyzed using the traditional diagnostic methods for identification. Two-thirds of the publ UnidentifiableRelationshipsinConceptualMarkFeb212001ished conceptual models contain relationships that are unidentifiable. These relationships have been empirically estimated, although it is impossibleUnidentifiableRelationshipsinConceptualMarkFeb212001
to measure their parameters validly. The published empirical estimates are spurious and cannot be trusted to represent the behavior they claim to measJames D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model is UnidentifiableRelationshipsinConceptualMarkFeb212001des with suggestions that can help avoid unidentifiable conceptual theories.36943James Hess is Professor of Business Administration, University of Illinois, Urbana-Champaign. The author appreciates the helpful comments made by Jeongwen Chiang, Roderick McDonald, William Robinson, Jose Antonio Rosa, UnidentifiableRelationshipsinConceptualMarkFeb212001Jeffery Schmidt, and especially Franklin Fisher.When researchers formulate models in the Journal of Marketing, they typically use graphs to record visUnidentifiableRelationshipsinConceptualMarkFeb212001
ually the variables and relationships between variables. These conceptual models represent constructs by nodes and represent relationships by directedJames D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model is UnidentifiableRelationshipsinConceptualMarkFeb212001illustrates with a conceptual model of advertising Message-type2 (comparative versus non-comparative) and consumers’ Attitude toward and Knowledge (awareness) about a brand.Conceptual ModelRelationships between these constructs are captured in Figure 1 by four arrows. The figure tells us that Knowle UnidentifiableRelationshipsinConceptualMarkFeb212001dge helps to establish Attitude toward the brand, because there is an arrow labeled “a” whose tail begins at the Knowledge box and whose tip points atUnidentifiableRelationshipsinConceptualMarkFeb212001
the Attitude box. This is not the only determinant of Attitude since there is also an arrow labeled “b” from Message to Attitude. The labels on the aJames D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model is UnidentifiableRelationshipsinConceptualMarkFeb212001 (endogenous) within the conceptual model. Every construct that has at least one arrow tip pointing at it is endogenous and is determined within the conceptual model. Ever}'1 Conceptual models are also called path diagrams, structural models, or causal models. Similarly, constructs are abstract conc UnidentifiableRelationshipsinConceptualMarkFeb212001epts, nodes are circles or boxes, directed arcs are arrows, antecedents are predecessors and consequences are successors. ! will try to use the less fUnidentifiableRelationshipsinConceptualMarkFeb212001
ormal terms, when appropriate.: The names of constructs will be capitalized in the text for ease of recognition. In graphs, boxes denote observed (manJames D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model is UnidentifiableRelationshipsinConceptualMarkFeb212001genous variable.The challenge of such a conceptual model is to identify unique values of the parameters that characterize the strength of relationship between many variables. Even when the basic constructs arc well measured, the estimation of the inter-variable relationships from data can be dauntin UnidentifiableRelationshipsinConceptualMarkFeb212001g, rhe basic statistics upon which these inter-relationship parameters, such as a, b. c, and d in Figure 1, are identified are the covariances betweenUnidentifiableRelationshipsinConceptualMarkFeb212001
the measured variables in the model: COV(Attilude, Message), COV(Attitude, Knowledge) and C.OV(Know ledge. Message). There ate font parameters to be James D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model is UnidentifiableRelationshipsinConceptualMarkFeb212001n Figure l’s conceptual model, no matter how' much data has been gathered. This inability to uniquely determine the model parameters is the identification problem.Listed in Table 1 and 2 are all forty-three Journal of Marketing papers that contain conceptual models published in the in the period 199 UnidentifiableRelationshipsinConceptualMarkFeb2120015-1999 (see below for a detailed description of how the list of conceptual models was created and organized). Each of the twenty-eight papers in TableUnidentifiableRelationshipsinConceptualMarkFeb212001
1 has one or more equations that arc unidentifiable, of course, there are some conceptual models free of identification problems (Table 2), but two-tJames D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model is UnidentifiableRelationshipsinConceptualMarkFeb212001eoretically to provide valid measures of a significant number of their parameters.3Table 1Journal of Marketing 1995-99 Conceptual Models with Identification ProblemsCodeAuthorsTitleYearVol.No.Pp.Unidentified EquationsAMiller, Chip E.; Reardon, James: McCorkle. Denny E.The Effects of Competition on R UnidentifiableRelationshipsinConceptualMarkFeb212001etail Structure: An Examination of Intratype, Intertype, and Intercategory Competition1999634107- 20Scale, SaturationBHandelman, Jay M.; Arnold, StephUnidentifiableRelationshipsinConceptualMarkFeb212001
en J.Tire Role of Marketing Actions with a Social Dimension: Appeals to the Institutional Environment199963333- 48Support for organizationcMenon, AnilJames D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model is UnidentifiableRelationshipsinConceptualMarkFeb212001Creativity of strategy, Organization learning. Market performanceDGarba lino, Ellen: Johnson. Mark s.Tire Different Roles of Satisfaction. Trust, and Commitment in Customer Relationships199963270- 87Commitment. TrustEHan. Jin K.: Kim, Namwoon: Srlvastava. Rajendra K.Market Orientation and Organizati UnidentifiableRelationshipsinConceptualMarkFeb212001onal Performance: Is Innovation a Missing Link?199862430- 45Technical innovationFHurley. Robert R; Huh. G. Tomas M.Innovation. Market Orientation, andUnidentifiableRelationshipsinConceptualMarkFeb212001
Organizational Learning: An Integration and Empirical Examination199862342- 54Capacity to InnovateGDawes. Philip L.; Lee. Don Y: Dowling, Grahame R.IJames D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model is UnidentifiableRelationshipsinConceptualMarkFeb212001chaelSome Possible Antecedents and Consequences of In-Role and ExtraRole Salesperson Performance199862387- 98Job satisfactionISiguaw. Judy A.; Simpson. Penny M.; Baker, Thomas L.Effects of Supplier Market Orientation on Distributor Market Orientation and the channel Relationship: The Distributor1998 UnidentifiableRelationshipsinConceptualMarkFeb21200162399- 111Trust, Cooperation, Commitment, PerformanceJSamiee, Saeed; Anckar, PatrikCurrency Choice in Industrial Pricing: A Cross-National Evaluation1UnidentifiableRelationshipsinConceptualMarkFeb212001
998623112- 27Export volumeKBabin, Barry J.: Boles, James s.Employee Behavior In a Service Environment: A Model and Test of Potential Differences BetweJames D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model is UnidentifiableRelationshipsinConceptualMarkFeb212001eign Product Purchase: An Empirical Test in the People’s Republic of China199862189- 100Willingness to buy4MGrewal, Dhruv; Kavanoor, Sukumar; Fern. Edward E; Costley. Carolyn; Barnes. JamesComparative Versus Noncomparative Advertising: A Meta-Analysis199761444941AffectNNetemeyer. Richard G.; Boles. UnidentifiableRelationshipsinConceptualMarkFeb212001James s'.; McKee, Daryl o.; McMurrian, RobertAn Investigation Into the Antecedents of Organizational citizenship Behaviors in a Personal Selling ConteUnidentifiableRelationshipsinConceptualMarkFeb212001
xt199761385- 98OCBJames D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model isJames D. HessUnidentifiable Relationships in Conceptual Marketing ModelsFor fifty years methods have existed to diagnose whether a conceptual model isGọi ngay
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