Auxiliary theories as translation mechanisms for measurement model specification

The translation of concepts into constructs and measurable indicators is rarely a straightforward exercise in any research context. However, while other social sciences, like sociology, consider a range of measurement models, marketing studies tend to focus on a dichotomous choice between reflective and formative measurement models only. Although, measurement scholars offer a diverse and often conflicting set of decision factors, these criteria usually further reinforce the choice between only the two measurement models. This ritualistic behavior calls for a change and thus, by drawing on the concept of auxiliary theory, this study represents measurement model specification as a translation process, in contrast to the previously proposed "decision criteria" approach. The newly developed framework aims to promote a more imaginative approach to measurement model selection combined with the need for a more explicit articulation and documentation of this translation process in academic articles.