Beware of the Woozle effect and belief perseverance in the PLS-SEM literature!
Jörg Henseler,
Nick Lee,
Ellen Roemer
et al.
Abstract:Partial least squares structural equation modeling (PLS-SEM) is a popular method of data analysis in marketing, information systems research, and related fields. Unfortunately, the literature on PLS-SEM contains a number of misstatements that ascribe characteristics to PLS-SEM that it does not possess. In our study, we consider why these misstatements continue to be made and reinforced. We show how inaccuracies, omissions, repetitions of past misconceptions, and the introduction of additional misconceptions le… Show more
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