Thomas Salzberger

Vienna University of Economics and Business | WU · Department of Marketing

How nicotine is administered has evolved from cigarettes to various delivery systems. Assessing perceived dependence on nicotine-containing products now requires accounting for product specificity while allowing comparisons across products and users. This study aims to develop a new self-report measure to assess perceived dependence on tobacco and...

Measurement in the social sciences is typically characterized by a multitude of instruments that are assumed to measure the same concept but lack comparability. Underdeveloped conceptual theories that fail to expose a measurement mechanism are one reason for the incommensurable measurements. Without such a mechanism measurements cannot be linked to...

While self-reported Coronavirus Disease 2019 (COVID-19) symptom checklists have been extensively used during the pandemic, they have not been sufficiently validated from a psychometric perspective. We, therefore, used advanced psychometric modelling to explore the construct validity and internal consistency of an online self-reported COVID-19 sympt...

Objectives: The 14-item Oral Health Impact Profile (OHIP-14) is the most frequently used instrument to measure oral health-related quality-of-life (OHRQoL) in adults. Despite its popularity, its psychometric properties have been predominantly investigated based on the classical test theory while the fundamental principles of measurement have not b...

Measurement in the social sciences has been characterized by deficient justification and underdeveloped conceptual theories. Instruments supposed to measure the same measurand typically do not provide comparable measurements. From the perspective of metrological traceability, the state of affairs has thus been unsatisfactory. Today, better instrume...

Background: Inaccurate measurement of self-reported instruments including questionnaires and symptom checklists jeopardizes the comparability of the results. We therefore used advanced psychometric modelling to determine if the fundamental principles of measurement of an online self-reported COVID-19 symptom checklist were met or whether adaptation...

Objective: To be fit-for-purpose, oral health-related quality of life instruments must possess a range of psychometric properties which had not been fully examined in the 16-item Short Form Child Perceptions Questionnaire for children aged 11-14 years (CPQ11-14 ISF-16). We used advanced statistical approaches to determine the CPQ's measurement acc...

Measurement in the social sciences is characterised by a multitude of incompatible paradigms, most of which fail to adhere to fundamental principles of measurement explicated in metrology. This has led to a fragmentation of instruments that are hard to interpret and lack a common reference. Rasch measurement theory, the metrological framework of th...

Purpose Psychometric analyses of self-administered questionnaire data tend to focus on items and instruments as a whole. The purpose of this paper is to investigate the functioning of the response scale and its impact on measurement precision. In terms of the response scale direction, existing evidence is mixed and inconclusive. Design/methodolog...

Background: Oral health is related to major chronic diseases and contributes to general health. Oral health-related quality of life (OHRQoL) is, therefore, an essential part of well-being. Measurement of OHRQoL over the lifetime requires accurate and comparable outcome measures that are suitable for different age groups. The most frequently used i...

Background. Determining the public health impact of tobacco harm reduction strategies requires the assessment of consumer perception and behavior associated with tobacco and nicotine products (TNPs) with different exposure and risk profiles. In this context, rigorous methods to develop and validate psychometrically sound self-report instruments to...

Background: Making tobacco products associated with lower risks available to smokers who would otherwise continue smoking is recognized as an important strategy towards addressing smoking-related harm. Predicting use behavior is an important major component of product risk assessment. In this context, risk perception is a possible factor driving t...

The social sciences largely have not achieved successes of the same stature as the natural sciences. This may be due in large part to failures in the theory and practice of measurement. Rather than modelling the mechanism of measurement, which remains a black box, assigned numerals are interpreted as measures. More advanced methods have been availa...

Smoking cigarettes represents a behavior that implies severe health risks the consumer is not able to anticipate with certainty. In contrast to most expert assessment, individual risk perceptions of consumers are distorted in many ways. Perceived risk is a complex and multidimensional hypothetical construct that captures the individual assessment o...

Perceived risk is a complex and important concept. There exists a particular challenge in terms of quantifying perceived risk across different products, and regarding risk to the individual (or the user) in general. Current approaches to measuring risk perceptions are typically limited in terms of instrument content, type, and comparability. Furthe...

Purpose This paper aims to critically comment Rossiter’s “How to use C-OAR-SE to design optimal standard measures” in the current issue of EJM and provides a broader perspective on Rossiter’s C-OAR-SE framework and measurement practice in marketing in general. Design/methodology/approach The paper is conceptual, based on interpretation of measurem...

Purpose – Multiple environmental behaviors will need to be adopted if climate change is to be addressed, yet current environmental decision-making models explain the adoption of single behaviors only. The purpose of this paper is to address this issue by developing and evaluating a decision-making model that explains the co-adoption, or coaction, o...

The Rasch model is a measurement model providing linear measures derived from an observed sum score across items forming a unidimensional scale. The data analysis allows for empirically assessing whether reponse categories work as intended, whether items are locally independent and whether responses reflect a unidimensional latent variable. The Ras...

Cultural diversity can impede the standardization of marketing programs and increase the complexity of marketing research efforts (see Assael, 1992; Cateora, 1996; Douglas and Craig, 1992). In the context of marketing research, the cross-cultural comparability of research results is a particularly thorny topic which is frequently ignored by researc...

In measuring latent variables, marketing research currently defines measurement as the assignment of numerals to objects. On this basis, marketing researchers utilize a multitude of avenues to measurement. However, the scientific concept of measurement requires the discovery of a specific structure in the data allowing for the inference of a quanti...

Although gender is a salient variable in consumer research, researchers largely overlook whether, and how, it influences consumer response to indicators measuring latent variables. The authors therefore extend the framework of measurement equivalence assessment to the largely overlooked issue of differential item response behavior between men and w...

This chapter suggests a structure of a Rasch analysis report and its elements that corresponds to the philosophy of Rasch measurement. Although it is primarily meant for writing a manuscript, the concept also helps interpret and evaluate Rasch reports. The Rasch analysis report should include a detailed account of the substantive theory as well as...

Measures of psychological attributes abound in the social sciences as much as measures of physical properties do in the physical sciences. However, there are crucial differences between the scientific underpinning of measurement. While measurement in the physical sciences is supported by empirical evidence that demonstrates the quantitative nature...

The repeated measurement study confirms the presumption that cognitive dissonance is detrimental to satisfaction also in a low-priced context. However, the development of dissonance over time is complex and does not seem to follow a uniform pattern. While higher levels of dissonance decrease over time, smaller levels persist or even increase. One p...

Abstract: Analyzing eye movements has had a long tradition in various scientific disciplines, serving different purposes. In psychology, observations of the eye movements in reading date back to the end of the 19 th century. In business research, applications are a more recent phenomenon and mostly confined to studies in marketing. Tracking the eye...

For a significant part of companies, even for small and medium sized ones, corporate success and, ultimately, survival depend on internationalization. On the other hand, successful export initiation and expansion has shown to be dependent on the way information is collected and used. Insufficient and distorted usage of information is a serious thre...

Instruments to assess functioning in patients with FM vary considerably in their content and are often symptom-specific. This study aimed to examine whether it is feasible to construct a psychometric-sound clinical instrument to measure functioning in FM based on the Brief ICF-Core-Set for chronic widespread pain (CWP). Two hundred and fifty six pe...

The concept of cognitive dissonance has been an important construct in consumer behaviour research ever since it was first suggested. However, longitudinal studies on dissonance related to other post-purchase constructs such as satisfaction, loyalty and complaint behaviour are still scarce. In part, this is due to difficulties in the actual measure...

Desde a primeira vez que foi sugerido, o conceito de dissonância cognitiva tem sido uma ferramenta importante no estudo do comportamento do consumidor. Entretanto, estudos longitudinais de dissonância relacionados a outras ferramentas pós-compra como satisfação, lealdade e comportamento pós-insatisfação ainda são escassos. Isto é devido, em parte,...

Purpose The purpose of this paper is to provide insight into the temporal development of the customers' psychological state, described by a multitude of constructs, throughout the whole decision‐making process in a service context in order to derive ideas for customer‐focused benchmarking. Design/methodology/approach A combination of qualitative a...

Die Auseinandersetzung mit Besonderheiten und Herausforderungen der interkulturellen Marketing- und Managementforschung hat eine lange Tradition. Die Reviews des Forschungsstandes über die letzten vierzig Jahre, beginnend mit Roberts (1970), Schöllhammer (1973), Boddewyn (1981), bis hin zu den jüngst publizierten Studien von Schaffer/Riordan (2003)...

Cognitive dissonance has had a long tradition in marketing albeit interest dedicated to empirical research involving cognitive dissonance has been fluctuating. First stated by Leon Festinger in the late 1950s, cognitive dissonance theory had a great impact on consumer behaviour research until the 1970s. Afterwards, other constructs like satisfactio...

Latent constructs are important elements of modern theories in empirical marketing research. The underlying latent variables are, generally, modelled as quantitative variables. The measurement of latent variables entails two distinct problems. Firstly, evidence has to be provided that the latent variable really exists as a quantity and that it is,...

Purpose The paper investigates the suitability of the Rasch model for establishing data equivalence. The results based on a real data set are contrasted with findings from standard procedures based on CFA methods. Design/methodology/approach Sinkovics et al. 's data on technophobia was used and re‐evaluated using both classical test theory (CTT) (...

“Issues and advances in international marketing research” is the title of this special issue of IMR. With an unprecedented proliferation of research methodologies, processes and procedures over the last couple of years, some readers might find that there is not much room for further advancement. In fact, this theme has been selected because, despit...

Nach einer aktuellen Studie von Roland Berger Strategy Consultants sagen über zwei Drittel der Marketing-Verantwortlichen, dass der Effizienzdruck in den letzten Jahren in nahezu alien Branchen enorm zugenommen hat. Allerdings sieht darin jeder siebente Befragte auch eine Chance und schätzt das Umsatzsteigerungspotential durch systematischer ausgew...

Die Messung der wahrgenommenen Erlebnisqualität bzw. der Zufriedenheit stellt für das Tourismusmarketing eine ebenso wichtige wie schwierige Aufgabe dar. Zunächst ist das Produkt Reise ein sehr heterogenes. Das Spektrum ist ausgesprochen breit und reicht von Erholungsaufenthalten in den Bergen über Badeurlaube, Städte- und Kulturreisen bis hin zu E...

This paper offers a new methodological framework to guide researchers attempting to quantitatively assess how a standardized television advertisement is perceived by a pluralistic audience. Rasch (1960) measurement theory is introduced as an alternative to the more commonly employed multi-group confirmatory factor analysis (CFA) approach to assessi...

Wenn Unternehmen in neue Märkte eintreten, so bringt dies typischerweise eine zusätzliche Komplexitätssteigerung mit sich, die sich aus landesspezifischen Nebenbedingungen ergeben (Scheuch 1996). Diese Wissensdefizite werden unter anderem durch Informationsbeschaffung im Rahmen der Marktforschung kompensiert. Die erhöhte Komplexität ergibt sich nic...

Das Verhältnis zwischen der öffentlichen Verwaltung und den Bürgern ist in Österreich ein traditionell gespanntes. Lange Zeit war die Beziehung maßgeblich vom Obrigkeitsaspekt geprägt: die Verwaltung vollzieht gesetzliche Normen und ordnet solcherart das Leben seiner Bürger. Auf Seiten der Bürger scheint dieses Selbstverständnis der Verwaltung und...

Im Rahmen der internationalen Marketing- und Konsumentenforschung gilt es zum einen, die kulturübergreifende Tragfähigkeit von Konstrukten und darauf aufbauenden Theorien zu überprüfen, zum anderen geht es um die Identifizierung von kulturbedingten Ausprägungsunterschieden und möglichen Ursachen dafür. Für die Qualität substanztheoretischer Aussage...

Quantitative consumer and marketing research is looking back on an era of construct oper ationalization predominantly based on classical test theory as a technical framework of scale de velopment. Rasch measurement theory provides an alternative framework of measurement. Previous studies demonstrated the potential of Rasch measurement for marketing...

Given the increasing importance of international business, cross-cultural research becomes more and more relevant to marketing academics and practitioners. This paper illustrates the difficulties in achieving equivalence when conducting marketing research across borders. It opens with a general typology of equivalence issues in cross-cultural resea...

Abstract Any conclusion drawn ,from measurement ,of latent constructs depends ,on the ,quality of measurement,achieved. Classical test theory (CTT) has been the predominant ,measurement paradigm in marketing research. However, CTT has several shortcomings that should be borne inmind. CTT, e.g., does not provide a theory ofh ow measurement is accomp...

Die Privatisierung kultureller Dienstleistungen führt zu einer Neubetrachtung der Anbieter-Kunden-Beziehung im Sinne der Thematisierung von Dienstleistungsqualität aus Besuchersicht. Der Beitrag untersucht das Konstrukt der Dienstleistungsqualität inhaltlich und gelangt zu einem vierdimensionalen Modell. Meßmethodisch wird der SERVQUAL-An-satz verf...

Currently, c limate change is a hot topic . Climatologists investigate the relationships between human civilisation, greenhouse gases and climate. Politicians debate how the regulatory framework has to be amended to account for the relationships climatologists have identified. The consumer is overwhelmed by facts, theories, i nconsistencies and app...

Although cognitive dissonance is a well-established construct in consumer behaviour research, applications are relatively scarce in current marketing research projects. The reasons are diverse. First, dissonance is often seen as merely a transitory phenomenon. Second, problems of measurement as well as difficulties in administering data collection...

For a rising number of international companies, standardization becomes a key factor of corporate success. In advertising standardization means employing the same subject or the same TV commercial across different cultures. However, the meaning of, e.g., TV commercials and the way they are decoded or what they are associated with may well depend on...

For a quarter of a century, measurement of latent constructs in marketing research has relied almost exclusively on Churchill's "Paradigm for Better Measures". Item inter-correlations have been the touchstone of measurement. Recently, some contributions challenged these standards and suggested indices as an alternative way of measurement. However,...

In the consumer decision making process, cognitive dissonance can be an important factor. While dissonance is typically associated with high-involvement purchases, there are calls for investigating dissonance in the low-involvement context, as well. Given the persistent increase in online-buying transactions in the past decade, the role of cognitiv...

In the social sciences, latent constructs play an important role. They appear as explanatory elements in structural theories, or they are of interest as the outcome of an intervention, for example a support or a preventive pro-gramme, a therapy, or a marketing activity. These constructs are typically considered to imply a quantitative latent varia-...

This document deals with the specification of a latent variable -in the framework of structural equation modelling (SEM) -that is measured utilizing a Rasch model. The Rasch measure acts as a single item indicator in SEM. The approach is illustrated using RUMM 2030 (Andrich et al., 2010) and Mplus 5.1 (Muthen and Muthen, 1998-2008). Alternatively,...

Zugl.: Wien, Universiẗat, Diss., 1999.