Marko Sarstedt

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• Prof. Dr.
• Professor (Full) at Ludwig-Maximilians-Universität in Munich

Should consumer researchers employ silicon samples and artificially generated data based on large language models, such as GPT, to mimic human respondents' behavior? In this paper, we review recent research that has compared result patterns from silicon and human samples, finding that results vary considerably across different domains. Based on the...

Purpose This paper aims to discuss recent criticism related to partial least squares structural equation modeling (PLS-SEM). Design/methodology/approach Using a combination of literature reviews, empirical examples, and simulation evidence, this research demonstrates that critical accounts of PLS-SEM paint an overly negative picture of PLS-SEM’s c...

Scientific research demands robust findings, yet variability in results persists due to researchers' decisions in data analysis. Despite strict adherence to state-of the-art methodological norms, research results can vary when analyzing the same data. This article aims to explore this variability by examining the impact of researchers' analytical d...

Covariance-based structural equation modeling (CB-SEM) enables researchers to estimate models with hypothesized cause-effect relationships between latent variables (i.e., constructs), each of which is operationalized by several items (i.e., indicators). To conduct CB-SEM analyses, researchers can rely on a range of software applications. However, m...

Measurement validation in consumer research is ideally performed within the context of a multi-trait multi-method matrix (MTMM). While statistically well developed, this approach has several shortcomings that limit its domain of application: (1) the requirement for sufficiently unrelated latent variables that can be measured with the same methods,...

Measurement validation in consumer research is ideally performed within the context of a multi-trait multi-method matrix (MTMM). While statistically well developed, this approach has several shortcomings that limit its domain of application: (1) the requirement for sufficiently unrelated latent variables that can be measured with the same methods,...

Researchers have started using large language models (LLMs), such as OpenAI's GPT, to generate synthetic datasets designed to mimic human response behavior. Several studies have systematically compared LLM-generated data with human samples in order to explore LLMs’ ability to mimic consumer decision-making. Extending prior findings, our research se...

Structural equation modeling (SEM) using partial least squares (PLS) has received considerable attention in recent years. We address the increasing fragmentation of PLS-SEM-related research across multiple fields of scientific inquiry by presenting a bibliometric analysis’s results of n = 9,150 documents from the Web of Science database. We identif...

Brands are increasingly investing in fostering consumer engagement with their social media pages to strengthen consumer–brand relationships, ultimately aiming to generate positive electronic word‐of‐mouth (eWOM). Brands' social media marketing budgets could be used more effectively if they were to tailor their engagement strategies to their consume...

The objective of this special issue on Advanced PLS-SEM Applications in Business Research is to introduce these advances to a wider audience. It demonstrates the application of these methods in generating new insights on existing or refined models and theories. Additionally, it outlines novel methodological advances of the PLS-SEM method.

Purpose Prior research has proposed a number of scales measuring the customer experience (CX), which tend to conceptualize and operationalize CX differently, raising potential confusion among researchers (e.g. regarding which scale to use). Addressing this issue, this article conducts a systematic review to inventorize key CX scales and assess thei...

Eines Tages ist es so weit: Der Nachwuchs steht ins Haus und damit eine Reihe von Planungsproblemen. Ein sozialverträglicher Name und ein Kinderwagen mit maximaler sozialer Anerkennung müssen gefunden werden. Nach der Geburt wird es nicht einfacher! Wie viele Windeln muss ich vorrätig halten? Wie bestimme ich die kürzeste Kinderwagentour zwischen B...

Recent research on partial least squares structural equation modeling (PLS–SEM) extended the classic importance–performance map analysis (IPMA) by taking the results of a necessary condition analysis (NCA) into consideration. By also highlighting necessary conditions, the combined importance–performance map analysis (cIPMA) offers a tool that enabl...

The ongoing scientific discourse surrounding the replication crisis in behavioral research, including management information systems (MIS) research, underscores the importance of innovative and rigorous approaches to theory development and validation. This article proposes the EP-mixed framework, which addresses the necessity of an ontological dist...

Purpose The purpose of this paper is to assess the appropriateness of equal weights estimation (sumscores) and the application of the composite equivalence index (CEI) vis-à-vis differentiated indicator weights produced by partial least squares structural equation modeling (PLS-SEM). Design/methodology/approach The authors rely on prior literature...

This research offers a novel approach that extends the application of importance-performance map analysis (IPMA) in partial least squares structural equation modeling (PLS-SEM) by incorporating findings from a necessary condition analysis (NCA). The IPMA comprises assessing latent variables and their indicators' importance and performance, while an...

While consumer engagement (CE) in the context of artificially intelligent (AI‐based) technologies (e.g., chatbots, smart products, voice assistants, or autonomous cars) is gaining traction, the themes characterizing this emerging, interdisciplinary corpus of work remain indeterminate, exposing an important literature‐based gap. Addressing this gap,...

Psychological state alterations induced by substance-related physiological mechanisms affect consumer decision-making. We examine the influence of caffeine—the world’s most popular psychostimulant—on the attraction effect. In three double-blinded experiments, we show that caffeine intake via coffee influences consumers’ preference for product optio...

For the successful public diplomacy of a nation-state, it is essential to thoroughly analyze the country image in strategically relevant countries and develop coherent communication strategies that take into consideration the polyphony of voices raised by different countries when fostering a good country image abroad. In our study, we apply the fiv...

La forma más efectiva de aprender a utilizar una técnica estadística de análisis de datos es aplicarla sobre un conjunto de datos. A lo largo de este libro, usa-mos un único ejemplo que le permitirá hacer esto. Comenzamos con un modelo simple, y en el Capítulo 5, ampliaremos este mismo modelo a uno más amplio y complejo. En nuestro modelo inicial,...

A lo largo del libro, vamos a utilizar una única base de datos y el software SmartPLS 4 (Ringle, Wende y Becker, 2022) para ilustrar y explicar PLS-SEM. La base de datos representativa proviene de una investigación sobre la interacción entre la reputación corporativa, la satisfacción del consumidor y en última instancia, la lealtad del consumidor,...

Para explicar la estimación de los efectos de mediación, vamos a emplear de nuevo el modelo de reputación corporativa ampliado en el software SmartPLS.

Continuamos trabajando con nuestro ejemplo del modelo PLS-SEM sobre reputación corporativa. En el Capítulo 3, se explicaba cómo estimar el modelo PLS y cómo obtener los resultados al abrir el informe predeterminado en el software SmartPLS 4 (Ringle, Wende y Becker, 2022). Insistimos que para hacer esto, se debe en primer lugar cargar el modelo simp...

El nomograma simple presentado en el Capítulo 2 describe las relaciones entre las dos dimensiones de la reputación corporativa (i.e., competencia y simpatía), así como las dos variables de resultado (i.e., la satisfacción y lealtad del cliente). Si bien el modelo simple es útil para explicar cómo la reputación corporativa afecta a la satisfacción d...

Continuamos con el modelo ampliado de reputación corporativa que se presentó en el Capítulo 5. Si no tiene un nomograma PLS disponible en SmartPLS, descargue el archivo Corporate Reputation.zip desde el sitio web de https://www. pls-sem.net y guárdelo en el disco duro.

The second edition of Advanced Issues in Partial Least Squares Structural Equation Modeling offers a straightforward and practical guide to PLS-SEM for users ready to go further than the basics of A Primer on Partial Least Squares Structural Equation Modeling, Third Edition. Even in this advanced guide, the authors have limited the emphasis on equa...

A fundamental step in measurement validation is the assessment of quantitative metrics that pertain to different types of validity, particularly convergent and discriminant validity. According to the existing research canon, such an assessment is ideally performed within the context of a multi-trait multi-method matrix (MTMM). While statistically f...

In this Chapter 7, we employ the corporate reputation example to introduce mediation, moderation, and moderated mediation by using the SmartPLS software (Ringle, Wende, & Becker, 2022; https://www.smartpls.com). SmartPLS provides all relevant results for the evaluation of the structural model. Most importantly, you do not need to run Haye’s PROCESS...

In this Chapter 6, by extending the example on corporate reputation to include additional constructs, you can learn to systematically apply the structural model assessment criteria. The SmartPLS software (Ringle, Wende, & Becker, 2022; https://www.smartpls.com) provides all relevant results for the evaluation of the structural model. The tables and...

In this Chapter 5, expanding the corporate reputation model example by four formatively measured constructs allows us to continue the SmartPLS application of the previous chapters. The SmartPLS software (Ringle, Wende, & Becker, 2022; https://www.smartpls.com) generates results for the evaluation of the formative measurement models. Besides the out...

Having learned how to create and estimate a PLS path model, we now focus on understanding how to assess the quality of the results. In this Chapter 4, we focus on the evaluation of reflective measurement models. The PLS path model of corporate reputation is a practical application enabling you to review the relevant measurement model evaluation cri...

In this Chapter 3, we focus on the PLS-SEM algorithm. The corporate reputation example and the empirical data available with this book enable you to apply the PLS-SEM algorithm using the SmartPLS 4 software (Ringle, Wende, & Becker, 2022; https://www.smartpls.com). Selected menu options guide the user in choosing the algorithmic options and paramet...

The most effective way to learn how to use a statistical method is to apply it to a set of data. Throughout this book, we use a single example that enables you to do that. We start the example with a simple model, and in Chapter 5, we expand that same model to a much broader, more complex model. For our initial model, we hypothesize a path model to...

Research on context effects shows that the composition of choice sets and choice framing strongly influences consumer decision-making. Researchers have identified various context effect types and provide insight into their antecedents, consequences, and mechanisms of action. However, the research on context effects is spread across several fields,...

To identify potential mediating effects, researchers applying partial least squares structural equation modeling (PLS-SEM) typically contrast specific indirect and direct effects in a sequence of steps. Extending this standard procedure, we conceive mediation analysis as a type of model comparison, which facilitates quantifying the degree of the mo...

The sudden COVID-19-induced transition from a physical university life to a virtual one was a painful one for many students. Social distancing measures mean more than a simple change from face-to-face to online education. This study investigates how different social aspects, such as the students’ psychological sense of community, social capital, an...

Recent research proposed an efficient way of streamlining p-hacking: a metric of randomly generated p-values that always indicates significant results (pointless). However, the metric’s applicability is limited, since it covers only a very small range of use cases that are relevant for p-hacking researchers. To address this issue, we present extra...

Recent research proposed an efficient way of streamlining p-hacking: a metric of randomly generated p-values that always indicates significant results (p-ointless). However, the metric’s applicability is limited, since it covers only a very small range of use cases that are relevant for p-hacking researchers. To address this issue, we present extra...

Purpose The purpose of this paper is to present integrated generalized structured component analysis (IGSCA) as a versatile approach for estimating models that contain both components and factors as statistical proxies for the constructs. The paper sets out to discuss the how-tos of using IGSCA by explaining how to specify, estimate, and evaluate d...

Marketing and consumer researchers have demonstrated that the choice context has a significant bearing on purchase decisions. Research in the area shows that the choice set composition and the choice framing influence consumers’ decisions strongly, which is not in line with the stable preferences concept. Over the last decades, researchers have ide...

Model comparisons are an essential research tool for documenting the evolution of theoretical models and assessing whether the understanding of a phenomenon has improved (Sharma et al., 2019). Comparing alternative models places theories under sharp scrutiny and enables comparative testing to confirm or falsify theories (Gray & Cooper, 2009; Popper...

For many years, estimating models with complex inter-relationships between observed and their latent variables was equivalent to executing factor-based structural equation modeling (SEM). Recent research, however, saw the rise of partial least squares (PLS) as a composite-based alternative to the standard SEM method (Jöreskog & Wold, 1982). PLS-SEM...

OPEN ACCESS: https://www.sciencedirect.com/science/article/pii/S235234092300197X Corporate reputation is crucial for maintaining and enhancing a company's competitiveness in the marketplace. To actively manage this important intangible asset, which significantly contributes to a company's value, managers need to understand the relationship between...

OPEN ACCESS: https://www.sciencedirect.com/science/article/pii/S2352340923001920 This perspective article on using partial least squares structural equation modelling (PLS-SEM) is intended as a guide for authors who wish to publish datasets that can be analysed with this method as stand-alone data articles. Stand-alone data articles are different...

Multiple scales measuring a customer's, or consumer's, engagement (CE) with a brand or specific brand elements (e.g., advertising/social media content) have been proposed in the literature, offering researchers different options to gauge CE. However, the myriad proposed operationalizations can yield confusion among scholars regarding how to best ca...

Picking one ‘winner’ model for researching a certain phenomenon while discarding the rest implies a confidence that may misrepresent the evidence. Multimodel inference allows researchers to more accurately represent their uncertainty about which model is ‘best’. But multimodel inference, with Akaike weights—weights reflecting the relative probabili...

This chapter illustrates the application of necessary condition analysis (NCA) in the context of partial least squares structural equation modeling (PLS-SEM). We demonstrate the joint use of the two methods using the standard software application SmartPLS 4, which incorporates PLS-SEM and the core NCA computation capabilities, and we offer backgr...

This research shows that consumers’ purchase decisions depend on psychophysiological state alterations induced by psychostimulants. Specifically, caffeine increases the Attraction Effect. This increase is mediated by enhanced cognitive processing capabilities. These results provide evidence that caffeine consumption enhances consumers´ decision mak...

---- 𝑵’𝒉𝒆́𝒔𝒊𝒕𝒆𝒛 𝒑𝒂𝒔 𝒂̀ 𝒏𝒐𝒖𝒔 𝒄𝒐𝒏𝒕𝒂𝒄𝒕𝒆𝒓 𝒑𝒐𝒖𝒓 𝒐𝒃𝒕𝒆𝒏𝒊𝒓 𝒑𝒍𝒖𝒔 𝒅‘𝒊𝒏𝒇𝒐𝒔 𝒔𝒖𝒓 𝒍𝒆 𝒍𝒊𝒗𝒓𝒆 𝒐𝒖 𝒖𝒏 𝒆𝒙𝒆𝒎𝒑𝒍𝒂𝒊𝒓𝒆. ---- Il s’agit de la version française de la troisième édition de « A Primer on PLS-SEM » de J. Hair et al. (2022) développant l’analyse des modèles d’équations structurelles Partial Least Squares. Celle-ci guide les lecteurs dans l'apprentissage et la m...

Structural equation modeling (SEM) has remained two mutually exclusive domains, factor-based vs. component-based, depending on whether a construct is modeled by either a factor or a compo-nent (i.e., weighted composite of indicators). Research in international management (IM) and inter-national business (IB), however, needs to accommodate a more ge...

Purpose Partial least squares structural equation modeling (PLS-SEM) has attracted much attention from both methodological and applied researchers in various disciplines – also in hospitality management research. As PLS-SEM is relatively new compared to other multivariate analysis techniques, there are still numerous open questions and uncertaintie...

In 2021, the third edition of our introductory book A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) was published (Hair, Hult, Ringle, & Sarstedt, 2022). The book covers the latest developments in the ield, including recent advances in model evaluation (e.g., inference testing in discriminant validity assessment, predictive...

Researchers often stress the predictive goals of their partial least squares structural equation modeling (PLS-SEM) analyses. However, the method has long lacked a statistical test to compare different models in terms of their predictive accuracy and to establish whether a proposed model offers a significantly better out-of-sample predictive accura...

Seitdem klar ist, dass sie einen Jungen erwarten, widmet Dirk dem Thema Namenswahl jede freie Minute, denn er weiß: Der Erfolgsbeitrag einer passenden Namenswahl für den weiteren Werdegang des Nachwuchses kann kaum zu hoch eingeschätzt werden. Aus diversen Studien hat Dirk gelernt, dass einige Vornamen mit Vorurteilen belastet sind und sich sogar n...

Seitdem Emil auf der Welt ist, kann es Annes Terminplan in Sachen Komplexität problemlos mit dem des Bundeskanzlers aufnehmen. Der kleine Unterschied ist nur, dass Anne keinen Stab von Sprechern, Assistenten, Fahrern, Experten etc. hat, der diese Komplexität für sie managen kann. Okay, Dirk fühlt sich manchmal wie der Stab, aber zu einer echten Ent...

Die Konzeption und Einrichtung eines Kinderzimmers können schnell zu einem Unterfangen werden, das so komplex ist wie der Bau des Hauptstadtflughafens. Selbst wenn man sehr genaue Vorstellungen über die gewünschten Einrichtungselemente hat, gibt es viel zu beachten. In welcher Reihenfolge müssen die Arbeitsschritte verrichtet werden? Wie lange daue...

Noch zwei Wochen bis zur Geburt und Dirk macht sich daran, die wirklich wichtigen Accessoires für den Nachwuchs zu besorgen. Wie zum Beispiel den vollautomatischen Windeleimer, den staubsaugerbetriebenen Nasenschleimabsauger, die Baby-Yoga-DVD oder die Feuchttücher mit Aloe Vera und handgeschöpfter Milch der usbekischen Bergziege. Zunächst möchte s...

Kinderwagenkauf ist Männersache. Ein Kinderwagen ist mehr als ein Stück Metall und Plastik mit vier Rädern und einem Verdeck. Analog zum Automobil ist solch ein Gefährt ein Statement, ein Ausdruck männlicher Dominanz, ein Statussymbol.

Emil kostete schon viel Geld, lange bevor er das erste Mal schreiend in den Armen der Hebamme lag. Kaum zeigte das erste unscharfe Ultraschallbild einen Knubbel, der nur mit sehr viel Fantasie als Embryo identifiziert werden konnte, lagen bereits unzählige Hochglanzkataloge mit Kinderzimmereinrichtungen, Kinderwagen und Kindersitzen auf dem Küchent...

Continuous exposure to marketing communication has led to its commoditization. Addressing this concern, marketing practitioners increasingly rely on social media-based influencer marketing as a counterstrategy to effectively position products and brands in the market. Social media-based influencer marketing has also attracted considerable attention...

Generalized structured component analysis (GSCA) is used for specifying and testing the relationships between observed variables and components. GSCA can perform model selection by comparing theoretically established models. In practice, however, theories may not always completely and unambigu-ously specify the relationships between variables in th...

In 2011, the Journal of Marketing Theory & Practice published “PLS-SEM: Indeed a silver bullet,” which became a cornerstone contribution in marketing. Critical reflection of research work is a fundamental building block of science, including one’s own writing. In this spirit, we offer a review of our own 2011 paper, assuming we were reviewers with...

Ambient scents often have fascinating effects on consumer behavior. The perceived scent temperature can, for example, affect purchase behavior (Biswas and Szocs 2019). Consumer researchers have recently started explaining these effects by exploring the causal chains triggering consumers’ responses to ambient scents.In this study, we extend prior re...

Generalized structured component analysis (GSCA) and partial least squares path modeling (PLSPM) are two key component-based approaches to structural equation modeling that facilitate the analysis of theoretically established models in terms of both explanation and prediction. This study is the first to offer a comparative evaluation of GSCA and PL...

Partial least squares structural equation modeling (PLS‐SEM) is an essential element of marketing researchers' methodological toolbox. During the last decade, the PLS‐SEM field has undergone massive developments, raising the question of whether the method's users are following the most recent best practice guidelines. Extending prior research in th...

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Evermann and Rönkkö (2021) review recent developments in partial least squares (PLS) with the aim of providing guidance to researchers. Indeed, the explosion of methodological advances in PLS in the last decade necessitates such overview articles. In so far as the goal is to provide an objective assessment of the technique, such articles are most w...

With the increasing prominence of partial least squares structural equation modeling (PLS-SEM) in business research, the use of latent class analyses for identifying and treating unobserved heterogeneity has also gained momentum. Researchers have introduced various latent class approaches in a PLS-SEM context, of which finite mixture PLS (FIMIX-PLS...

Partial least squares structural equation modeling (PLS-SEM) has become a standard approach for analyzing complex inter-relationships between observed and latent variables. Researchers appreciate the many advantages of PLS-SEM such as the possibility to estimate very complex models and the method’s flexibility in terms of data requirements and meas...

Structural equation modeling (SEM) has become a quasi-standard tool for analyzing complex interrelationships between observed variables and theoretical constructs.

Formative Messmodelle basieren auf einem völlig anderen „Weltbild“ als reflektive Messmodelle, da sie unterstellen, dass ein Konstrukt aus seinen Indikatoren geformt wird, während reflektive Messmodelle davon ausgehen, dass die Messvariablen das betrachtete Konstrukt reflektieren und damit Folgen bzw. Konsequenzen der Wirksamkeit des Konstruktes in...

Im fünften Schritt des in Abschn. 4.1 dargestellten allgemeinen Ablaufprozesses der Strukturgleichungsmodellierung (Kausalanalyse) erfolgt die Schätzung der Modellparameter sowie in folgenden Schritten die Evaluation und Interpretation der gewonnenen Schätzergebnisse. Die Kap. 8, 9, 10, und 11 fokussieren dabei den sog. kovarianzanalytischen Ansatz...

Nach einem Überblick zu den Methoden der Strukturgleichungsanalyse werden in Abschn. 3.2 die Grundlagen der Pfadanalyse sowie der Kausalanalyse dargestellt und anhand von einfachen Beispielen erläutert. In Abschn. 3.3 werden sodann die Charakteristika und Ablaufschritte von Strukturgleichungsmodellen mit latenten Variablen allgemein dargestellt und...

Die Anfänge der Strukturgleichungsmodellierung mit latenten Variablen wurden vor allem durch den kovarianzanalytische Ansatz (LISREL; AMOS) dominiert. Mittlerweile hat aber auch PLS als ein komponentenbasierter Schätzansatz für Strukturgleichungsmodelle eine nicht minder hohe Bedeutung erlangt. Neben dem PLS-Ansatz hat die Methodenforschung mittler...

Die in Kap. 14 behandelte Multi-Group-Analysis (MGA) ermöglicht die simultane Schätzung eines Kausalmodells über mehrere (Befragungs-)Gruppen hinweg. Entspricht das betrachtete Kausalmodell einem konfirmatorischen Faktorenmodell, so wird von Mehrgruppen-Faktorenanalyse (MGFA) gesprochen, während die Betrachtung eines vollständigen Kausalmodells als...

Bei der praktischen Durchführung von Kausalanalysen treten häufig Problemfelder auf, die im Wesentlichen auf den Prozess der Datengenerierung zurückzuführen sind und im Ergebnis vor allem zu verzerrten Schätzergebnissen führen. In diesem Kapitel werden deshalb Ansätze aufgezeigt, mit deren Hilfe diese Problemfelder zum einen analysiert und zum ande...

Bei den meisten hypothetischen Konstrukten wird unterstellt, dass diese anhand von beobachtbaren Indikatoren über reflektive Messmodelle (Kap. 6) oder formative Messmodelle (Kap. 12) erfasst werden können. Solche Konstrukte werden auch als Konstrukte erster Ordnung bezeichnet. Demgegenüber existieren aber auch vielfältige Beispiele für Konstrukte z...

Bei praktischen Anwendungen stellt sich häufig die Frage, welche Maßnahmen ergriffen werden können, um eine Modellverbesserung etwa durch bisher nicht berücksichtigte Wirkbeziehungen vorzunehmen. Unter Rückgriff auf die vorliegenden Daten werden in Kap. 11 Hinweise zur Modifikation der Modellstruktur und der im Fallbeispiel aufgestellten Hypothesen...