Single versus multiple measurement of attitudes: A meta-analysis of advertising studies validates the single-item measure approach

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.
Ang and Eisend


  • Studies that use single-item measures do not differ in effect size from those that use multiple-item measures.
  • The number of items used to measure attitudes does not influence the effect of the independent variables on attitudes.

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