Abstract
An expository overview of the use of Lisrel in validating marketing constructs is presented and its advantages over the “traditional approaches” are demonstrated. Lisrel's contribution in all phases of construct validation is discussed. It is shown that lisrel has much to offer in purifying the measure by testing the unidimensionality of the measurement instrument, and in cross-validation to investigate the convergent validity (within a method) and reliability, L isrel allows a rigorous assessment of the stability of the construct and its measurement instrument, and it is a powerful methodology for assessing convergent validity across methods, discriminant validity, and nomological validity. The use of Lisrel in construct validation is empirically illustrated by the analysis of data concerning consumers' variety seeking tendency with respect to foods.
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