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

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Journal of International Consumer Marketing

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An important contribution to consumer research has been the development and international application of the CETSCALE, measuring consumer ethnocentrism. A study extends this contribution by comparing the CETSCALE's psychometric properties and mean values between the US 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 US 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 US. Implications for future research are provided.


Journal of International Consumer Marketing, Vol. 9, No. 4 (1997): 73-93. DOI.