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Darren Dahl (Editor in Chief)Eileen FischerGita JoharVicki Morwitz

16 out of 115

Caution in the Use of Difference Scores in Consumer Research

J. Paul Peter, Gilbert A. Churchill Jr., Tom J. Brown
DOI: http://dx.doi.org/10.1086/209329 655-662 First published online: 1 March 1993


This article illustrates the common use of difference scores in consumer research and discusses a number of potential problems with using them. Difference scores often have problems in the areas of reliability, discriminant validity, spurious correlations, and variance restriction. The article concludes that difference scores should generally not be used in consumer research and offers alternatives that overcome their limitations.

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