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A miracle of measurement or accidental constructivism? How PLS subverts the realist search for truth

John W. Cadogan (School of Business and Economics, Loughborough University, Loughborough, UK and School of Business and Management, LUT University, Finland and Business School, University of Eastern Finland, Kuopio, Finland)
Nick Lee (Warwick Business School, Warwick University, Coventry, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 28 March 2022

Issue publication date: 30 May 2023

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Abstract

Purpose

This study aims to determine whether partial least squares path modeling (PLS) is fit for purpose for scholars holding scientific realist views.

Design/methodology/approach

The authors present the philosophical foundations of scientific realism and constructivism and examine the extent to which PLS aligns with them.

Findings

PLS does not align with scientific realism but aligns well with constructivism.

Research limitations/implications

Research is needed to assess PLS’s fit with instrumentalism and pragmatism.

Practical implications

PLS has no utility as a realist scientific tool but may be of interest to constructivists.

Originality/value

To the best of the authors’ knowledge, this study is the first to assess PLS’s alignments and mismatches with constructivist and scientific realist perspectives.

Keywords

Acknowledgements

Thanks to the two anonymous reviewers for their insights, and to Mikko Rönkkö and Cameron McIntosh for commenting on an early version of the manuscript.

Citation

Cadogan, J.W. and Lee, N. (2023), "A miracle of measurement or accidental constructivism? How PLS subverts the realist search for truth", European Journal of Marketing, Vol. 57 No. 6, pp. 1703-1724. https://doi.org/10.1108/EJM-08-2020-0637

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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