[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-detail-38854-en":3,"doc-seo-38854-105":29,"detail-sidebar-cat-0-en-105":91},{"code":4,"msg":5,"data":6},0,"success",{"doc_id":7,"user_id":8,"nickname":9,"user_avatar":10,"doc_module":4,"category_id":11,"category_name":12,"doc_title":13,"doc_description":14,"doc_content":15,"file_id":16,"file_url":17,"file_type":18,"file_size":19,"view_count":20,"is_deleted":4,"is_public":20,"is_downloadable":20,"audit_status":20,"page_count":21,"language":22,"language_code":23,"site_id":24,"html_lang":23,"table_of_contents":25,"faqs":26,"seo_title":13,"seo_description":14,"update_tm":27,"read_time":28},38854,1099513958762,"Logic","https://ap-avatar.wpscdn.com/avatar/1000023916a998db790?x-image-process=image/resize,m_fixed,w_180,h_180&k=1782109480056885918",8,"Research & Report","Consumer Ethnocentrism: Construction and Validation of the CETSCALE","Developed to measure “consumer ethnocentrism,” the CETSCALE reframes ethnocentrism for marketing and consumer behavior research. The concept describes beliefs about the appropriateness and morality of purchasing foreign-made products, linking high ethnocentrism to perceived economic harm, job loss, and lack of patriotism. Four studies evaluate reliability and convergent/discriminant validity, while nomological tests examine moderate predictive power for related constructs.","TERENCE A.SHIMP and SUBHASH SHARMA*  \n# Consumer Ethnocentrism:Construction andValidation of the CETSCALE\n\nA study was designed to develop a psychometricallyrigorous scale for measuring a concept we term “con-sumer ethnocentrism.”Though the general applicabilityof ethnocentrism to the study of consumer behavior hasbeen recognized (e.g.,Berkman and Gilson 1978;Mar-kin 1974),no known work has reformulated the conceptspecifically to suit the study of marketing and consumerbehavior.  \n## THE CONSUMER ETHNOCENTRISM CONCEPT\n\nThe term“consumer ethnocentrism”is adapted fromthe general concept of ethnocentrism introduced morethan 80 years ago by Sumner(1906).Though originallya purely sociological concept to distinguish between in-  \nAmerican-made products historically provided the frameof reference whereby American consumers evaluatedimported products,which often were considered inferiorand eschewed.Though large numbers of consumers noware willing to consider foreign-made goods as alterna-tives to American-made items,some consumers staunchlyrefuse to buy imported products and chastise fellow con-sumers for doing so,claiming that buying foreign goodsputs Americans out of work,hurts the economy,or isunpatriotic.Other consumers are equally vociferous indefending their right to buy whatever products they wish,regardless of place of manufacture.  \nThe concept of consumer ethnocentrism is introduced and a corresponding mea-sure,the CETSCALE,is formulated and validated.Four separate studies providesupport for the CETSCALE's reliability and convergent and discriminant validity.Aseries of nomological validity tests show consumer ethnocentrism to be moderatelypredictive of theoretically related constructs.  \ngroups (those groups with which an individual identifies)and outgroups(those regarded as antithetical to the in-group),ethnocentrism has become a psychosocial con-struct with relevance to individual-level personality sys-tems as well as to the more general cultural-and social-analytic frameworks(Levine and Campbell 1972).Ingeneral,the concept of ethnocentrism represents the uni-versal proclivity for people to view their own group asthe center of the universe,to interpret other social unitsfrom the perspective of their own group,and to rejectpersons who are culturally dissimilar while blindly ac-cepting those who are culturally like themselves(Booth1979;Worchel and Cooper 1979).The symbols and val-ues of one's own ethnic or national group become ob-jects of pride and attachment,whereas symbols of othergroups may become objects of contempt (Levine andCampbell 1972).  \nWe use the term“consumer ethnocentrism”to rep-resent the beliefs held by American consumers about theappropriateness,indeed morality,of purchasing foreign-made products.From the perspective of ethnocentricconsumers,purchasing imported products is wrong be-cause,in their minds,it hurts the domestic economy,causes loss of jobs,and is plainly unpatriotic;productsfrom other countries(i.e.,outgroups)are objects of con-tempt to highly ethnocentric consumers.To nonethno-centric consumers,however,foreign products are ob-jects to be evaluated on their own merits withoutconsideration for where they are made (or perhaps to beevaluated more favorably because they are manufacturedoutside the United States).In functional terms,con-sumer ethnocentrism gives the individual a sense ofidentity,feelings of belongingness,and,most importantfor our purposes,an understanding of what purchase be-havior is acceptable or unacceptable to the ingroup.  \nCONSUMER ETHNOCENTRISM  \nSCALE DEVELOPMENT  \nWe have developed an instrument,termed the CET-SCALE,to measure consumers'ethnocentric tendenciesrelated to purchasing foreign-versus American-madeproducts.We characterize the scale as a measure of“tendency”rather than“attitude,”\"because the latter termsuggests a greater degree of object specificity than theCETSCALE is intended to capture.“Attitude”is usedmost appropriately in reference to the consumer's feel-ings","cbCaimpqWPaHHDYu","https://ap.wps.com/l/cbCaimpqWPaHHDYu","pdf",1441639,1,10,"English","en",105,"# The Consumer Ethnocentrism Concept\n# Consumer Ethnocentrism Scale Development\n## Domain Specification and Item Generation\n## Scale Purification","[{\"question\":\"What does “consumer ethnocentrism” mean in this study?\",\"answer\":\"It refers to American consumers’ beliefs about the appropriateness and morality of purchasing foreign-made products, tied to views that such purchases harm the domestic economy and affect jobs, while treating foreign products with contempt by highly ethnocentric consumers.\"},{\"question\":\"What is the purpose of the CETSCALE?\",\"answer\":\"The CETSCALE is an instrument designed to measure consumers’ ethnocentric tendencies regarding purchasing foreign- versus American-made products, framed as a general tendency rather than attitudes toward a specific object.\"},{\"question\":\"How is the CETSCALE validated?\",\"answer\":\"Four separate studies support its reliability as well as convergent and discriminant validity, and a series of nomological validity tests show consumer ethnocentrism is moderately predictive of theoretically related constructs.\"}]",1783074033,25,{"code":4,"msg":30,"data":31},"ok",{"site_id":24,"language":23,"slug":32,"title":13,"keywords":33,"description":14,"schema_data":34,"social_meta":86,"head_meta":88,"extra_data":90,"updated_unix":27},"consumer-ethnocentrism-construction-and-validation-of-the-cetscale","",{"@graph":35,"@context":85},[36,53,68],{"@type":37,"itemListElement":38},"BreadcrumbList",[39,43,47,50],{"item":40,"name":41,"@type":42,"position":20},"https://docshare.wps.com","Home","ListItem",{"item":44,"name":45,"@type":42,"position":46},"https://docshare.wps.com/document/","Document",2,{"item":48,"name":12,"@type":42,"position":49},"https://docshare.wps.com/document/research-report/",3,{"item":51,"name":13,"@type":42,"position":52},"https://docshare.wps.com/document/consumer-ethnocentrism-construction-and-validation-of-the-cetscale/38854/",4,{"url":51,"name":13,"@type":54,"author":55,"headline":13,"publisher":57,"fileFormat":60,"inLanguage":23,"description":14,"dateModified":61,"datePublished":62,"encodingFormat":60,"isAccessibleForFree":63,"interactionStatistic":64},"DigitalDocument",{"name":9,"@type":56},"Person",{"url":40,"name":58,"@type":59},"DocShare","Organization","application/pdf","2026-07-08","2026-07-03",true,{"@type":65,"interactionType":66,"userInteractionCount":20},"InteractionCounter",{"@type":67},"ViewAction",{"@type":69,"mainEntity":70},"FAQPage",[71,77,81],{"name":72,"@type":73,"acceptedAnswer":74},"What does “consumer ethnocentrism” mean in this study?","Question",{"text":75,"@type":76},"It refers to American consumers’ beliefs about the appropriateness and morality of purchasing foreign-made products, tied to views that such purchases harm the domestic economy and affect jobs, while treating foreign products with contempt by highly ethnocentric consumers.","Answer",{"name":78,"@type":73,"acceptedAnswer":79},"What is the purpose of the CETSCALE?",{"text":80,"@type":76},"The CETSCALE is an instrument designed to measure consumers’ ethnocentric tendencies regarding purchasing foreign- versus American-made products, framed as a general tendency rather than attitudes toward a specific object.",{"name":82,"@type":73,"acceptedAnswer":83},"How is the CETSCALE validated?",{"text":84,"@type":76},"Four separate studies support its reliability as well as convergent and discriminant validity, and a series of nomological validity tests show consumer ethnocentrism is moderately predictive of 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