Richard P. Bagozzi

On the Evaluation of Structural Equation Models

Criteria for evaluating structural equation models with latent variables are defined, critiqued, and illustrated. An overall program for model evaluation is proposed based upon an interpretation of converging and diverging evidence. Model assessment is considered to be a complex process mixing statistical criteria with philosophical, historical, and theoretical elements. Inevitably the process entails some attempt at a reconcilation between so-called objective and subjective norms.

The role of emotions in marketing

Emotions are mental states of readiness that arise from appraisals of events or one’s own thoughts. In this article, the authors discuss the differentiation of emotions from affect, moods, and attitudes, and outline an appraisal theory of emotions. Next, various measurement issues are considered. This is followed by an analysis of the role of arousal in emotions. Emotions as markers, mediators, and moderators of consumer responses are then analyzed. The authors turn next to the influence of emotions on cognitive processes, which is followed by a study of the implications of emotions for volitions, goal-directed behavior, and decisions to help. Emotions and customer satisfaction are briefly explored, too. The article closes with a number of questions for future research.

Representing and testing organizational theories: A holistic construal.

This research was supported by a Senior Fulbright Research Grant to R. P. Bagozzi and a grant to L. W. Phillips from the Distribution Research and Educational Foundation (DREF), National Association of Wholesale Distributors, Washington, DC. Special thanks go to Dirk Van Dongen, Executive Director of DREF, and Ron Schreibman, Director of Research, for their assistance throughout the project. The contributions made to the research by Louis W. Stern, Northwestern University, are gratefully acknowledged. Comments on an earlier draft by Claes Fornell, University of Michigan, Barbara Lawrence and Alvin Silk, MIT, and V. Srinivasan and Jeffrey Pfeffer, Stanford University, also contributed to ideas presented in this paper, as did suggestions made by the editors. A holistic construal is presented to represent and test organizational theories, using examples from contemporary organizational theory and data from a recent study of wholesale distribution companies. The methodology provides a mechanism for linking theory construction and theory testing in organization research by explicitly representing theoretical and empirical concepts, nonobservational hypotheses, and correspondence rules. Unlike traditional methods used for construct validation and hypothesis testing, the methodology permits the researcher to model the extent of random and systematic error in measures of theoretical concepts and to control these sources of error when testing substantive hypotheses. Comparisons made between the holistic construal and traditional procedures show how the latter can lead to inaccurate conclusions about the status of a theorys constructs, hypotheses, and measures.

The self-regulation of attitudes, intentions, and behavior

We argue that attitudes and subjective norms are not sufficient determinants of intentions and that intentions are not a sufficient impetus for action, as maintained by leading theories of attitude. To deepen attitude theory, we address the role of cognitive and emotional self-regulatory mechanisms. The attitude-intention link is hypothesized to depend on conative processes and on certain coping responses directed at the emotional significance of evaluative appraisals

A general approach to representing multifaceted personality constructs: Application to state self‐esteem

This article proposes a framework for representing personality constructs at four levels of abstraction. The total aggregation model is the composite formed by the sum of scores on all items in a scale. The partial aggregation model treats separate dimensions of a personality construct as indicators of a single latent variable, with each dimension being an aggregation of items. The partial disaggregation model represents each dimension as a separate latent variable, either freely correlated with the other dimensions or loading on one or more than one higher order factor; the measures of the dimensions are multiple indicators formed as aggregates of subsets of items. The total disaggregation model also represents each dimension as a separate latent variable but, unlike the partial disaggregation model, uses each item in the scale as an indicator of its respective factor. Illustrations of the models are provided on the State Self‐Esteem Scale—including tests of psychometric properties, invariance, and gener...

Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization

The purpose of this study is to distinguish between cognitive, affective and evaluative components of social identity in the organization and to show how the components instigate behaviours that benefit in-group members. A new scale for measuring cognitive organizational identification (i.e. self-categorization) is developed and compared to a leading scale. Internal consistency, convergent validity, predictive validity and generalizability of the two scales are established on a sample of Italian (N = 409) and Korean (N = 283) workers. Next, convergent and discriminant validity for measures of organizational identification, affective commitment and group self-esteem are demonstrated. Then, two antecedents of these components of social identity are examined: organization prestige and organization stereotypes. Finally, the mediating role of the components of social identity are investigated between the antecedents and five forms of citizenship behaviours. The last three analyses are performed on the Italian (N = 409) workers. Among other findings, the results show that affective commitment and self-esteem are the primary motivators of citizenship behaviours. Moreover, cognitive identification performs as a central mediator between prestige and stereotypes on the one hand, and affective commitment and self-esteem on the other. Identification is thus an indirect determinant of citizenship behaviours.

A General Approach for Representing Constructs in Organizational Research

A key assumption underlying methods of construct validation is that constructs and their indicators are represented at the appropriate depth (i.e., the specificity versus generality of constructs and their indicators). This article presents a framework that depicts constructs and indicators at various depths and provides guidelines for choosing from among these depths. The framework is then integrated with methods of construct validation based on the confirmatory factor analysis of multitrait-multimethod (MTMM) matrices. The authors apply these methods to the measurement of work values, using the Work Aspect Preference Scale (WAPS). Results show that the WAPS performs better when used to represent relatively specific work values as opposed to more global, general values. Further analyses supported the generalizability of the WAPS factor structure for men and women, although gender differences were found on structured means for several latent value dimensions.

The role of desires and anticipated emotions in goal-directed behaviours: Broadening and deepening the theory of planned behaviour

Building on the theory of planned behaviour (TPB), we develop a new model of purposive behaviour which suggests that desires are the proximal causes of intentions, and the traditional antecedents in the TPB work through desires. In addition, perceived consequences of goal achievement and goal failure are modelled as anticipated emotions, which also function as determinants of desires. The new model is tested in two studies: an investigation of bodyweight regulation by 108 Italians at the University of Rome and an investigation of effort expended in studying by 122 students at the University of Rome. Frequency and recency of past behaviour are controlled for in tests of hypotheses. The findings show that desires fully mediated the effects of attitudes, subjective norms, perceived behavioural control and anticipated emotions on intentions. Significantly greater amounts of variance are explained in intentions and behaviour by the new model in comparison to the TPB and variants of the TPB that include either anticipated emotions and/or past behaviour.

Trying to Consume

An important but relatively neglected area of consumer behavior--the pursuit of goals--is addressed. Two recent modifications of the Fishbein model are discussed, and an extension is introduced to better explain goal pursuit. Major revisions include (1) specification of three dimensions of attitude--toward success, failure, and the process of trying, (2) the incorporation of self-efficacy judgments as expectations of success and failure, and (3) refinement in the specificity of referents and their correspondence to reflect trying as the focal explanatory concept. Recency and frequency of past trying are independent variables in three models tested with weight loss data. Copyright 1990 by the University of Chicago.

Development and Test of a Theory of Technological Learning and Usage

Beliefs, attitudes, and intentions are important factors in the adoption of computer technologies. While contemporary representations have focused on explaining the act of using computers, the role of learning to use the computer needs to be better understood within the overall adoption process. Inadequate learning can curtail the adoption and use of a potentially productive system. We introduce a new theoretical model, the theory of trying, in which computer learning is conceptualized as a goal determined by three attitude components: attitude toward success, attitude toward failure, and attitude toward the process of goal pursuit. Intentions to try and actual trying are the theoretical mechanisms linking these goal-directed attitudes to goal attainment. An empirical study is conducted to ascertain the construct validity and utility of the new theory within the context of the adoption of a word processing package. Specifically, we examine convergent validity, internal consistency reliability, stability, discriminant validity, criterion related validity, predictive validity, and nomological validity in a longitudinal field study of 107 users of the program. The new theory is compared to two models: the theory of reasoned action from the field of social psychology and the technology acceptance model, recently introduced in the management literature. Overall, the findings stress the importance of scrutinizing the goals of decision makers and their psychological reactions to these goals in the prediction of the adoption of computers.