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On Comparing Results from CB-SEM and PLS-SEM: Five Perspectives and Five Recommendations
The authors address main approaches: Covariance-based structural equation modeling (CB-SEM) and partial least squares structural equation modeling (PLS-SEM). Concerns about the limitations of the different approaches might lead researchers to seek reassurance by comparing results across approaches. But should researchers expect the results from CB-SEM and PLS-SEM to agree, if the structure of the two models is otherwise the same? Differences in philosophy of science and different expectations about the research situation underlie five perspectives on this question. The authors argue that the comparison of results from CB-SEM and PLS-SEM is misleading and misguided, capable of generating both false confidence and false concern. Instead of seeking confidence in the comparison of results across methods researchers should focus on more fundamental aspects of research design. Based on the discussion, the authors derive recommendations for applied research using SEM (to the whole article...).

The following article has been awarded as the BEST PAPER of 2016:

Do Multi-Currency Price Tags Bias Price Perceptions?
Retailers frequently use price labels that contain a product's price in different currencies and affix these labels to the product. By doing so, retailers can standardize their price labels across countries. The article investigates consumer responses to multi-currency price tags and shows that consumers integrate irrelevant information about the price in foreign currencies into their price perceptions (to the whole article.).

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Marketing-3-2017-Cover

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