Bergkvist, Lars I. and Rossiter, John R., 2007, The predictive validity of multiple-item versus single-item measures of the same constructs, Journal of Marketing Research, 44(2), 175-184.
This study compares the predictive validity of single-item and multiple item measures of attitude toward the ad (AAd) and attitude toward the brand (ABrand), which are two of the most widely measured constructs in marketing. The authors assess the ability of AAd to predict ABrand in copy tests of four print advertisements for diverse new products. There is no difference in the predictive validity of the multiple-item and single-item measures. The authors conclude that for the many constructs in marketing that consist of a concrete singular object and a concrete attribute, such as AAd or ABrand, single-item measures should be used.