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...

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...