| Abstract: | Vosgerau, Scopelliti, and Huh (2020) question the construct validity of the most commonly used measures of self‐control and argue that many studies that claim to be examining self‐control may in fact be examining something else. In this comment, we generalize this argument and propose that this criticism could be leveraged against many other areas of consumer research. Indeed, many studies fail to properly establish the construct validity of their measures. Consequently, they may not be examining the construct they purport to be studying, which can lead to unreliable and conflicting findings. |
