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The results of this research suggest a new mandate for discriminant validity testing in marketing. Specifically, the authors demonstrate that the AVE-SV comparison (Fornell and Larcker 1981) and HTMT ratio (Henseler et al. 2015) with 0.85 cutoff provide the best assessment of discriminant validity and should be the standard for publication in marketing. These conclusions are based on a thorough assessment...
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