A Comment on the Relationship between Coefficient Alpha and Scale Characteristics

To date, three major articles have analyzed the use of coefficient alpha on scales published in the marketing literature. These studies have improved our understanding of the scale development process and the behavior of coefficient alpha. One consistent result is that coefficient alpha produces an R- square of approximately.10 when regressed against scale length. In the most recent of these three meta-analyses, Peterson (1994) suggested that alpha does not behave as suggested by theory. We reexamine the behavior of alpha in relation to scale length, scale width, and response centrality. Our results suggest different conclusions from those previously reached.