Discriminant validity assessment in marketing research

Establishing discriminant validity has been a keystone of measurement validity in empirical marketing research for many decades. Without statistically showing that constructs have discriminant validity, contributions to marketing literature are likely to foster the proliferation of constructs that are operationally the same as other constructs already present in the literature, thus leading to confusion in the development of theory. This article addresses this concern by evaluating well-established methods for testing discriminant validity through the simulation of artificial datasets (containing varying levels of correlation between constructs, sample size, measurement error, and distribution skewness). The artificial data are applied to six commonly used approaches for testing the existence of discriminant validity. Results strongly suggest that several methods are much more likely than others to yield accurate assessments of whether discriminant validity exists, especially under specific conditions. Recommendations for practice in the assessment of discriminant validity are suggested.