Edward Rigdon
Professor Marketing- Education
- Ph.D., University of Alabama
- MBA, University of Chicago
- B.A., University of Alabama
- Specializations
- multiple indicator methods
- structural equation modeling
- direct and interactive marketing
- Biography
Dr. Rigdon’s research on interactive marketing and on the statistical methodology of multiple indicator methods (also known as structural equation modeling or SEM) has been published in leading business journals including Journal of Marketing Research, Journal of Consumer Research, MIS Quarterly, and Information Systems Research. His course in multiple indicator methods has drawn doctoral students and faculty auditors from leading Atlanta-area universities, and beyond.
Dr. Rigdon is co-founder/list owner of SEMNET, an email discussion list devoted to SEM, which has more than 3,000 subscribers located in more than 50 countries. Drawing upon this experience and his work as the Department of Marketing’s first webmaster, Dr. Rigdon helped to pioneer Georgia State University’s curricula in interactive marketing. Dr. Rigdon is also a former head of the Department of Marketing. Dr. Rigdon received GSU’s Exceptional Service Award in 1999, recognizing his many contributions.
- Publications
- Rigdon, E. E., Becker, J.-M., Rai, A., Ringle, C. M., Diamantopoulos, A. Karahanna, E., Straub, D., Dijkstra, T. K. (2015), “Conflating Antecedents and Formative Indicators: A Comment on Aguirre-Urreta and Marakas,” Information Systems Research.
- Rigdon, E. E. (2012), “Rethinking Partial Least Squares Path Modeling: in Praise of Simple Methods,” Long Range Planning, 45, 341-358.
- Gefen, D., Straub, D., Rigdon, E. (2011), “An Update and Extension to SEM Guidelines for Administrative and Social Science Research,” MIS Quarterly, 35, iii-xiv.
- Mathwick, C., Rigdon, E. E. (2004), “Play, Flow, and the Online Search Experience,” Journal of Consumer Research, 31, 324-32.
- Rigdon, E. E. (1995), “A Necessary and Sufficient Identification Rule for Structural Models Estimated in Practice.” Multivariate Behavioral Research 30, 359-84.
- Rigdon, E. E., Ferguson, C. E., Jr. (1991), “The Performance of the Polychoric Correlation Coefficient and Selected Fitting Functions in Confirmatory Factor Analysis with Ordinal Data,” Journal of Marketing Research, 28, 491-7.