A Cross-Cultural Comparison of Consumer Ethnocentrism in the United States and Russia

TLDR

The CETSCALE has been developed and widely applied internationally to measure consumer ethnocentrism. This study compares the CETSCALE’s psychometric properties and mean scores between U.S. and Russian consumers, a country with limited prior research.

Abstract

Abstract An important contribution to consumer research has been the development and international application of the CETSCALE, measuring consumer ethnocentrism. Our study extends this contribution by comparing the CETSCALE's psychometric properties and mean values between the U.S. and Russia, a country for which relatively little consumer research exists. Results from both countries support the scale's unidimensionality, reliability, discriminant and nomological validity. As predicted, the U.S. sample had a significantly greater mean value on the CETSCALE than the Russian sample. The Russians had significantly more favorable beliefs and attitudes toward foreign products than the U.S. Implications for future research are provided.