The specification of a measurement model as reflective or formative is the object of a lively
debate. Part of the existing literature focuses on measurement model misspecification. This
means that a true model is assumed and the impact on the path coefficients of using a wrong
model is investigated. The majority of these studies is restricted to Structural Equation
Modeling (SEM). Regarding PLS-Path Modeling (PLS-PM), a few authors have carried out
simulation studies to investigate the robustness of the estimates, but their focus is the
comparison with SEM. The present paper discusses the misspecification problem in the PLSPM
context from a novel perspective. First, a real application on Alumni Satisfaction will be
used to verify whether different assumptions for the measurements models influence the
results. Second, the results of a Monte-Carlo simulation study, in the reflective case, will help
to bring some clarity on a complex problem that has not been sufficiently studied yet
