The nature of doubly concrete constructs and how to identify them

Abstract

The study by Sarstedt, Diamantopoulos, Salzberger, and Baumgartner (JBR, 2016) claims to refute the results in the studies by Bergkvist and Rossiter (2007, 2009) that single-item measures are more valid than multiple-item measures for doubly concrete constructs. This rejoinder argues that the methodology of Sarstedt et al.'s study has flaws, their conclusions are unwarranted, and the recommendation that marketing researchers should use carefully crafted single-item measures for doubly concrete constructs should remain unchanged.